Seat Unique Named UK, Ireland Sales Platform for Euro 2028 Hospitality

Seat Unique has been appointed as an official online sales platform for UEFA Euro 2028 hospitality in the United Kingdom and Ireland, giving the premium ticketing company a distribution role around one of Europe’s largest sporting events.

BEYOND Hospitality, UEFA’s exclusive official hospitality provider for the tournament, selected Seat Unique to serve as a local sales channel for corporate and individual customers seeking ticket-inclusive hospitality packages.

Under the agreement, Seat Unique will handle customer inquiries, provide guidance on hospitality products and assist buyers through the booking process across the tournament’s nine venues in England, Scotland, Wales and the Republic of Ireland.

Official hospitality sales opened September 1, with packages beginning at £900 per person, excluding VAT. Each package includes a guaranteed match ticket along with varying levels of hospitality.

The inventory ranges from more casual Supporters Club and Club products to Prestige and Platinum lounges, select BEYOND Platinum areas and private Skyboxes.

“UEFA EURO 2028 is set to become one of the most sought-after sporting events of the decade,” Seat Unique founder and CEO Robin Sherry said. He added that the company intends to use its hospitality experience, local relationships and international sales network to bring the tournament’s premium offerings to customers.

The appointment adds another major event to Seat Unique’s growing premium sports business. The company raised $26.5 million in new funding earlier this year to support acquisitions, international expansion and growth across its premium ticketing, hospitality and travel operations.

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Seat Unique has also expanded through acquisitions, including its purchase of P1 Travel, which combined its premium ticketing platform with an international sports-travel and distribution business. The combined operation has relationships with more than 140 official partners and sells experiences in more than 150 countries.

BEYOND Hospitality received the broader Euro 2028 mandate from UEFA in March. The company is responsible for creating, marketing, selling and delivering the tournament’s official hospitality program across all nine stadiums and can distribute that inventory through its own channels and appointed sales agents.

BEYOND Executive Chairman Jaime Byrom said Seat Unique’s customer relationships and familiarity with the UK and Ireland markets made it a useful addition to that sales network.

“We are delighted that Seat Unique is part of our growing sales network,” Byrom said. “Their proven expertise, strong customer relationships, and deep understanding of applicable markets make them an ideal partner to promote the Official Hospitality programme for UEFA EURO 2028.”

Euro 2028 will run from June 9 through July 9, 2028, with 24 national teams playing 51 matches across nine stadiums. The tournament will open at the National Stadium of Wales in Cardiff, while Wembley Stadium will host both semifinals and the final.

Approximately three million tickets are expected to be made available to fans and the general public during the tournament.