Seat Unique to Partner with Formula E for Premium and Hospitality Sales
Deal News | Mar 19, 2025 | Business Cloud
Seat Unique, a London-based events and hospitality ticketing platform, has been selected by Formula E as the authorized platform for premium and hospitality sales for the remaining races of the 2024/25 season. This collaboration provides motorsport fans the opportunity to indulge in premium seating, fine dining, and exclusive behind-the-scenes access at renowned circuits. Fans can access unique experiences such as the Electric Lounge and the EMOTION CLUB, which include VIP pit lane walks, trackside views, and driver appearances. Seat Unique has recently partnered with venues including the London Stadium and Utilita Bowl, and appointed former England rugby union star Matt Dawson as a business advisor. The company is bolstered by investment from 4CAST, a media group founded by prominent England cricketers. Robin Sherry, CEO of Seat Unique, expressed enthusiasm for the collaboration, noting Formula E's increasing global appeal. Formula E's premium experience director, Darcey DZ Lingley, highlighted this partnership as a key strategy in meeting the soaring demand for premium hospitality experiences within the expanding sport, which attracts nearly 400 million fans worldwide. The remaining events in the ABB FIA Formula E World Championship Season 11 will take place in various global locations including Miami, Monaco, Tokyo, and will conclude in London.
Sectors
- Sports Technology
- Event Management
- Hospitality
Geography
- United Kingdom – Seat Unique is based in London and 4CAST, its investor, was founded by England cricketers.
- Global – Formula E races take place across various international locations including Miami, Monaco, Tokyo, Shanghai, Jakarta, and Berlin.
Industry
- Sports Technology – Involves the use of technology to offer advanced sports experiences, similar to Seat Unique's platform enhancing Formula E fan engagement.
- Event Management – Involves organizing and managing events, such as Formula E's races where Seat Unique handles premium hospitality ticketing.
- Hospitality – Relates to providing premium experiences and services, a core element of Seat Unique's offerings for Formula E.
Financials
- Nearly 400 million fans – The estimated global fan base interested in engaging with Formula E.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Seat Unique | Ticketing Platform | Company | A London-based events and hospitality ticketing platform. |
| Formula E | Event Organizer | Company | Organizer of the ABB FIA Formula E World Championship. |
| 4CAST | Investor | Company | A media and investment group founded by England cricketers. |
| Robin Sherry | CEO | Person | Founder and CEO of Seat Unique. |
| Matt Dawson | Business Advisor | Person | Former England rugby union legend and advisor for Seat Unique. |
| Darcey DZ Lingley | Premium Experience Director | Person | Director at Formula E overseeing premium hospitality offerings. |