Seat Unique Lands Five-Year Exclusive Deal for AEG Presents UK Tours

Seat Unique has signed a five-year exclusive partnership with AEG Presents to become the promoter’s official hospitality and VIP partner across its entire UK touring program.

The agreement expands an existing relationship between the companies beyond individual festivals, giving Seat Unique a role across AEG Presents’ broader slate of UK arena and stadium tours. Fans will be able to discover and book official hospitality and VIP packages for participating AEG-promoted shows through the Seat Unique platform. 

The agreement was brokered by AEG Global Partnerships and builds on Seat Unique’s existing work with AEG Presents at American Express presents BST Hyde Park and American Express presents Roundhay Festival. More than 7,000 fans have used Seat Unique hospitality offerings across those festival partnerships, according to the company. 

Seat Unique became an official partner of BST Hyde Park in 2025, operating the Seat Unique VIP Terrace and later becoming the exclusive seller of access to the festival’s Great Oak Roof Garden. The company has also operated premium hospitality products at AEG’s Roundhay Festival in Leeds, including the Seat Unique VIP Grandstand and Seat Unique Club. 

The latest agreement takes that relationship considerably further by extending Seat Unique’s premium-ticketing and hospitality operation across AEG Presents’ UK touring business rather than limiting it to specific festival properties.

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“This partnership marks an important step forward for how fans access premium live music in the UK,” Seat Unique founder and CEO Robin Sherry said. “AEG Presents brings some of the biggest stadium and arena tours in the world to the UK every year, and we’re proud to give fans access to all of it, in one place.” 

AEG Presents has promoted UK shows and tours involving artists including Taylor Swift, The Rolling Stones, Justin Bieber and Zach Bryan, according to the announcement.

For AEG, the agreement creates a centralized partner for the increasingly important hospitality and VIP portion of concert inventory — packages that can include premium seating, dedicated entrances, lounges, food and beverage service and other upgraded experiences depending on the event.

Jim King, CEO of AEG Presents UK and European Festivals, said the expanded partnership followed the companies’ work together at AEG festivals.

“Everything we do at AEG Presents is about giving the best possible choices and experience to fans and then delivering the best possible commercial outcome to our artists,” King said. “The team at Seat Unique understand that and we are all looking forward to this new chapter.”