Seat Unique has completed the acquisition of P1 Travel, strengthening its position as Europe’s leading platform for premium live experiences across sport, music and entertainment.
The deal combines Seat Unique’s premium ticketing technology and marketplace infrastructure with P1 Travel’s established expertise in international sports travel and hospitality distribution, significantly expanding the scale and global reach of both businesses.
Through the acquisition, the combined entity will now work with more than 140 official rightsholders and offer access to over 500,000 hospitality packages across more than 150 countries. Both brands will continue to operate independently while benefiting from shared technology capabilities, expanded supplier networks and enhanced international distribution.
The transaction reflects the rapid growth of the premium live experiences market, as rightsholders increasingly view hospitality as a strategic revenue driver alongside media rights and sponsorship. Premium seating and curated fan experiences are becoming central to commercial strategies, enabling sports organisations, venues and promoters to increase yield per attendee while strengthening fan engagement and brand value.
Robin Sherry, Founder and CEO of Seat Unique, said, “P1 Travel has built an outstanding reputation in European sports hospitality, and Ludo, Bernie and the team have created a fantastic business over the past 19 years. Bringing our companies together is a natural next step.
“Demand for premium experiences has never been stronger, and together we are building a global platform that helps rightsholders reach new international audiences while giving fans access to the most sought-after events in sport, music and entertainment.”
Ludo Hermans, Founder of P1 Travel, added, “Since we founded the business, P1 Travel has focused on helping fans experience Europe’s biggest sporting events while building trusted, long-term relationships with rightsholders. Over that time, we’ve seen demand continue to grow as fans look for more memorable ways to enjoy live events.
“What stood out about Seat Unique is the shared commitment to official access for fans and a commitment to working closely with rightsholders. By combining our strengths in technology, international reach and premium expertise, we see a significant opportunity to expand globally while continuing to deliver for our partners and customers.”
The acquisition comes amid the continued expansion of the global experience economy, with consumer spending increasingly shifting towards live events and premium hospitality offerings. By integrating Seat Unique’s marketplace technology with P1 Travel’s expertise in packaging travel and event access, the combined platform will offer an end-to-end solution spanning discovery, booking and fulfilment of premium experiences. This approach is expected to enhance commercial opportunities for rightsholders while simplifying the purchase journey for fans seeking official access to high-demand events.
The deal also highlights ongoing consolidation within the premium ticketing and hospitality distribution sector, as companies seek scale to meet rising global demand for experience-led consumption. Platforms capable of aggregating premium inventory across sports, venues and geographies are increasingly positioned as key commercial partners for event organisers looking to optimise revenue and broaden their international fan base.
Seat Unique has continued to strengthen its presence in the premium experiences market through strategic acquisitions, including Circuit Hospitality in 2025, as part of its ambition to build a global marketplace for high-value live events. The addition of P1 Travel further expands the company’s footprint across Europe and supports its long-term objective of becoming a leading distribution partner for premium live experiences worldwide.
