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.聽
The extended agreement will see the London-based continue to support Lancashire Cricket鈥檚 long-term growth.聽
Emirates Old Trafford, the home of Lancashire Cricket, 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.
The ticketing platform 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.聽
Reddit founder makes 拢20m investment in treble-winning Chelsea
Since the partnership began in 2022, Seat Unique has helped Lancashire 鈥� alongside the Club鈥檚 internal teams 鈥� generate more than 拢6m in hospitality sales across international and domestic cricket.聽
鈥淲e are absolutely thrilled to be extending our partnership with Seat Unique for a further three years,鈥� said Angela Hodson, sales director at Lancashire Cricket.
鈥淭his 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.
鈥淪eat Unique鈥檚 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鈥檚 crucial we align with forward-thinking commercial partners who share our ambitions and Seat Unique absolutely fits that bill.
鈥淲e started working with Seat Unique back in 2022 and it鈥檚 been a great partnership for both organisations. We look forward to continuing our relationship with them over the next three years and beyond.鈥�
Robin Sherry, founder and CEO of Seat Unique, added:聽鈥淲e 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.聽
鈥淚t鈥檚 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鈥檚 and Women鈥檚 teams.
鈥淥n average, 73% of fans we鈥檝e 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.鈥�