Burnley FC have extended their pact with Seat Unique, a leading premium ticketing and hospitality platform, for another two seasons after driving 57% of all new hospitality bookings at Turf Moor during the 2025-26 season.
Seat Unique serves as Burnley FC’s exclusive premium ticket and hospitality partner, bringing fans to official premium matchday experiences at Turf Moor. Since the collaboration began at the start of the 2023/24 season, orders submitted through Seat Unique have increased by 47%, with new consumers discovering Burnley FC’s premium offering for the first time through the platform.
The renewal coincides with an increase in demand for premium live sports experiences. The global live events industry is expected to be worth $500 billion by 2026 (Business Research Insights, 2026), driven by a continued preference for experiences over material belongings and the rapid rise of premium hospitality as the fastest-growing area of live events. According to Mastercard study, 50% of British consumers plan to spend more on experiences than the previous year, with 80% believing that spending on experiences is usually or always worthwhile (Mastercard, 2024).
Against this environment, Seat Unique’s marketplace assists rightsholders in unlocking demand outside their traditional hospitality databases, presenting clubs to new premium audiences at scale. Across Seat Unique’s wider football partner network, 90% of premium buyers are new to hospitality, one in every five customers buys from abroad, and 79% book on mobile, demonstrating the platform’s contribution to making premium matchday experiences more accessible, discoverable, and commercially viable.
Gavin Young, Chief Commercial Officer at Burnley FC, said, “We are delighted to extend our partnership with Seat Unique, reinforcing a relationship that has already delivered significant value to both the club and our supporters. As our Exclusive Premium Ticket and Hospitality Partner, Seat Unique has played a key role in modernising and elevating how fans access our premium experiences at Turf Moor. Seat Unique’s platform aligns perfectly with our strategy to digitise and future-proof our hospitality offering, and we look forward to building this momentum together.”
Robin Sherry, Founder and CEO of Seat Unique, said, “Burnley FC is a brilliant example of how official premium experiences can reach a much wider audience when they are made easier to discover, book and trust online. The growth we have delivered together shows that digital distribution is not simply shifting existing demand; it is creating a new generation of hospitality customers for the club. We are proud to extend our partnership with Burnley FC and excited to help the club build on that momentum across the next two seasons at Turf Moor.”
Seat Unique initially collaborated with Burnley FC in 2023 to power the club’s online premium and hospitality sales, launching a new premium tickets category and modernising access to match-by-match hospitality at Turf Moor. Burnley FC’s online premium and hospitality sales climbed by 60% in the first year of the agreement, with Seat Unique marketing activity accounting for over half of sales and one-third of purchasers coming from outside the country.
The partnership’s next phase will focus on increasing digital demand, boosting access to official hospitality items, and assisting Burnley FC in converting first-time premium customers into long-term fans of the club’s matchday experiences.
