Norris Makes A Big Business Move: Invests In Premium Ticketing Platform Seat Unique
Reigning world champion Lando Norris has joined a £20 million funding round in British ticketing and VIP experience platform Seat Unique. According to Sky News, the company is targeting a valuation of over £500 million.
McLaren driver and reigning Formula 1 world champion Lando Norris has made a new move in business. According to Sky News, Norris has taken a stake in Seat Unique, a UK-based premium ticketing and VIP experience platform. The investment is part of a £20 million funding round completed earlier this year. The amount Norris invested and the equity he received have not been disclosed.
How was the investment made?
The funding round was led by Nickleby Capital, an existing shareholder in Seat Unique. Norris’s investment came through The Players’ Fund, an athlete-led venture capital vehicle.
What does Seat Unique do?
The company runs a marketplace for licensed premium seating at high-end events, mostly sporting. Seat Unique has exclusive contracts with the organisers of the UEFA Euro 2028 tournament and the forthcoming fight between British boxers Anthony Joshua and Tyson Fury. It also holds ticketing rights for Wembley Stadium, Manchester’s Co-op Live arena and the 16 racecourses operated by Arena Racing.
Growth plans
Recent acquisitions of P1 Travel and Circuit Hospitality are intended to build a platform combining premium ticketing, hospitality and travel. Seat Unique’s management are targeting a valuation of over £500 million. Company executive Sherry said people want official access, unforgettable moments and complete confidence in how they buy them, that Norris understands this better than anyone, and that having him join as an investor is a powerful endorsement of where the business is heading.
According to Motorsport.com, for a driver in a championship whose hospitality is almost an industry of its own, Norris’s interest in such a business comes as no surprise.