Seat Unique, the leading premium ticketing marketplace for live events, has made an exciting announcement today regarding the renaming of the renowned Carnegie Pavilion and Media Centre. The venue will now be known as the Seat Unique Pavilion, marking a new era of extraordinary fan experiences at Headingley Stadium.
This significant development highlights the ongoing partnership between Seat Unique and Yorkshire County Cricket Club, which commenced in 2022 when Seat Unique secured an exclusive four-year agreement to become the club’s Official Online Premium Ticketing and Hospitality Sales Platform. The extended partnership will witness the expansion of the premium ticketing category within Headingley Stadium, underscoring Seat Unique’s commitment to offering fans even greater access to exceptional experiences.
Initially, Yorkshire CCC sought the assistance of Seat Unique to attract new audiences to their hospitality facilities, capitalising on the post-Covid surge in demand for live events. Leveraging Seat Unique’s innovative technology and expansive customer reach, Yorkshire CCC revolutionised its booking process, granting fans round-the-clock online access to premium experiences and, in turn, experiencing a remarkable 400% increase in online sales.
A notable achievement of this partnership has been the successful launch of a brand-new premium ticketing category within the stadium. Utilising the Seat Unique platform, Yorkshire CCC has been able to implement dynamic pricing for this exclusive seat category, providing fans with a first-class experience while maximising revenue from their best seats. In the first season alone, Seat Unique’s dynamic pricing software generated an additional £500k in revenue for Yorkshire CCC, enabling the club to lower the price of entry-level tickets, enhance the stadium facilities, and most importantly, invest in grassroots cricket.
Other highlights of the partnership include an 80% increase in new customers purchasing premium tickets, with 45% of all sales occurring outside of standard office hours.
Building on this momentum, the Seat Unique Pavilion will serve as a showcase for Headingley Stadium’s exceptional hospitality facilities. Fans will have access to premium padded seats positioned behind the bowler’s arm, offering an unrivaled view of the action. Additionally, a dedicated bar area will further elevate the premium experience, allowing fans to savor cricket matches from Headingley’s finest seats.
With the partnership extended until 2027, Seat Unique and Yorkshire CCC have demonstrated their shared commitment to unlocking premium experiences for fans. Seat Unique’s marketplace, attracting over 300,000 fans monthly, will now provide more supporters than ever before with the opportunity to enjoy world-class cricket experiences.
Robin Sherry, CEO and Founder of Seat Unique, expressed delight at the incredible success of the partnership, stating, “The addition of the Seat Unique Pavilion to the premium ticketing offering at Headingley exemplifies our dedication to providing unparalleled fan experiences. Yorkshire Cricket has consistently demonstrated its commitment to offering the very best live experiences at this iconic ground. We admire their passion for investing in grassroots cricket and attracting new audiences to the sport, and we are delighted to have played a part in that by providing Yorkshire with the tools and platform to maximise revenue from their best tickets and packages while expanding their customer reach.”
Stephen Vaughan, CEO for The Yorkshire County Cricket Club, expressed excitement about the extended partnership, stating, “This extended partnership with a brilliant brand marks an exciting step for Yorkshire. The Yorkshire Family has a bright future, welcoming everyone into our ground and this game, and we are pleased to have this extended partnership and to see Seat Unique’s commitment to Yorkshire Cricket. As this relationship develops, it will continue to bring further opportunities to our members, supporters, communities, and teams, and we are delighted to have Seat Unique alongside us.”
Tom Webster, a Business Development Manager for Yorkshire CCC, shared his pride in extending the partnership with Seat Unique, stating, “We are excited to embark on this new chapter in our partnership with Seat Unique. Headingley has always been a ground like no other, and we look forward to welcoming more and more fans to enjoy our matchday experiences.”
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