Formula 1 World Champion Lando Norris has invested in premium experiences platform Seat Unique as the company continues to expand across sport and live entertainment.
Norris joined Seat Unique as an investor following the company’s latest £20m funding round, which included backing from Nickleby Capital, Pentland Ventures and Hearst Ventures. His investment was facilitated through The Players Fund, which first backed Seat Unique in 2024.
Seat Unique provides official hospitality and premium ticketing experiences across major sporting and entertainment properties, including Wembley Stadium, Arsenal, Everton, Formula E and Silverstone.
Over the past year, the company has expanded its rights-holder portfolio to more than 140 partnerships and acquired P1 Travel, which provides official tickets and hospitality packages for international sporting events, including Formula 1.
Seat Unique expects to process £175m in sales during 2026 and is targeting further growth through new partnerships, acquisitions and international expansion. Its strategy is built around the growing demand for premium hospitality, VIP packages and experiential products as rights holders look to diversify revenue beyond traditional ticketing.
Norris joins a group of athletes invested in or connected with Seat Unique that includes Harry Kane, Ben Stokes, Stuart Broad, Lauren Bell, Sam Warburton and Matt Dawson.
“Some of my best memories have come from being at live sport and events, so I really like what Seat Unique is building,” Norris said. “There’s something special about being there for the big moments and having those experiences you remember for years afterwards.”
Seat Unique founder and CEO Robin Sherry said the way fans experience live events had “fundamentally changed”, with audiences increasingly looking for official access and premium experiences.
Norris’ investment adds one of British sport’s most prominent athletes to Seat Unique’s shareholder base as the company expands its position in the growing premium live-experience market.
The deal also reflects a broader trend of elite athletes moving beyond traditional endorsement roles and taking direct stakes in sports, technology and experience businesses.