Premium ticketing platform Seat Unique has acquired P1 Travel, a specialist in tickets and hospitality packages for major sporting events, in a move designed to accelerate global growth in the high-end live experiences market.
The deal brings together two complementary businesses to form a broader international platform focused on premium sports, music, and entertainment experiences. Despite the acquisition, both brands will continue to operate independently, maintaining their distinct market identities.
Seat Unique, which operates a direct-to-consumer model with a strong UK customer base, gains access to P1 Travel’s extensive international distribution network and expertise in European football and Formula 1. P1 Travel, founded nearly two decades ago, has built a reputation for delivering official hospitality packages across major events.
The combined group now works with more than 140 official partners, including top European football clubs such as Arsenal FC, AC Milan, and Real Madrid, and serves customers in over 150 countries.
This latest move follows Seat Unique’s acquisition of Circuit Hospitality in October 2023, underlining its strategy to scale internationally and strengthen its position in the premium ticketing sector.
Robin Sherry, Founder and CEO of Seat Unique, described the deal as a “natural next step,” highlighting the growing global appetite for luxury live experiences. He emphasized that the combined capabilities will help rights holders reach wider international audiences while offering fans access to highly sought-after events.
Ludo Hermans, Founder of P1 Travel, echoed the sentiment, noting that demand for premium experiences has steadily increased as fans seek more memorable ways to engage with live sport. He pointed to shared values around official access and strong relationships with rights holders as key drivers behind the deal.
With demand for high-end event access continuing to rise, the acquisition positions the group to capitalize on a rapidly expanding global market for premium live experiences.