Lancashire Cricket and Seat Unique extend partnership in multi-year deal
Three-year partnership will power long-term growth in premium ticketing and hospitality at Emirates Old Trafford
Lancashire Cricket has extended its partnership with premium ticketing platform Seat Unique for a further three years, following a record-breaking period for hospitality sales and fan engagement. The extended agreement will see Seat Unique continue to support Lancashire Cricket’s long-term growth.
Since teaming up in May 2022, Seat Unique has helped Lancashire Cricket transform the way fans access premium tickets and hospitality experiences, widening reach, increasing booking efficiency and attracting a wave of new supporters to the Club. This year, Seat Unique owns an exclusive premium ticket space with 175 seats for the first four India men’s Test Match days.
Emirates Old Trafford has several major fixtures this summer, including England Women v India Women Vitality International T20, England Men v India Men Rothesay Test Match, England Men v South Africa Vitality International T20, as well as a full domestic schedule and The Hundred.
Seat Unique has removed traditional booking barriers and unlocked new demand for Lancashire Cricket without requiring the club to expand its internal ticketing team.
Over the past three years, an average of 73% of hospitality customers through Seat Unique were new to Lancashire Cricket, having never purchased a premium experience at Emirates Old Trafford before.
Since the partnership began in 2022, Seat Unique has helped Lancashire – alongside the Club’s internal teams – generate more than £6 million in hospitality sales across international and domestic cricket. On average, Lancashire Cricket’s hospitality sales have increased 45% per season on the Seat Unique platform.
Seat Unique is also fully integrated with Lancashire Cricket’s online ticketing system, Secutix. This benefits both the Club and its fans by simplifying internal processes and the booking experience.
Angela Hodson, Sales Director at Lancashire Cricket, said: “We are absolutely thrilled to be extending our partnership with Seat Unique for a further three years. This renewal reflects not only the commercial strength of our relationship but also a shared commitment to innovation and providing the best experience for our supporters.
“Seat Unique’s technology and platform have helped us bring premium ticketing and hospitality to a wider audience, and we look forward to continuing to grow together. As Lancashire Cricket continues to evolve on and off the pitch, it’s crucial we align with forward-thinking commercial partners who share our ambitions and Seat Unique absolutely fits that bill.
“We started working with Seat Unique back in 2022 and it’s been a great partnership for both organisations. We look forward to continuing our relationship with them over the next three years and beyond.”
Robin Sherry, Founder and CEO of Seat Unique, said: “We are delighted that Lancashire Cricket has committed to a three-year extension of their partnership with Seat Unique, following a highly successful period of working together. It’s an extremely exciting time to be involved with Lancashire Cricket and Emirates Old Trafford, with a jam-packed cricket schedule this summer, including visits from both the India Men’s and Women’s teams.
“On average, 73% of fans we’ve brought in are completely new to Lancashire Cricket hospitality. We are proving that trusted technology can be a really powerful tool to open access to live sport for new audiences and communities.”