England men’s football captain and Bayern Munich striker Harry Kane has become a shareholder in Seat Unique, the Ben Stokes-backed premium ticketing platform that opened a Northern office in Manchester at the turn of the year.
Through the power of his global audience and influential personal brand, Kane is set to support Seat Unique as it expands its presence in the premium live events and hospitality market. As the all-time top goal scorer for the England men’s national team, he will be key to Seat Unique’s push into top-flight football and major international tournament bids.
Kane’s journey from grassroots football to the Premier League and beyond reflects years of hard work and determination, making him an inspiration for fans at all levels of English football. By joining Seat Unique, Kane hopes to give back to the sport that has defined his career, while helping fans create memories that last long after match day.
Off the pitch, Kane values spending time with his family. He often goes to concerts with them and knows that the best moments are those shared with friends, family and loved ones. With Seat Unique, Kane wants to help fans access more of these special experiences, believing that meaningful memories are incredibly valuable.
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Kane joins a roster of high-profile athletes backing Seat Unique, including British Lions and Wales Rugby captain Sam Warburton OBE, England cricketers Stuart Broad and Lauren Bell, and rugby legends Sir Clive Woodward and Matt Dawson. Ben Stokes-founded investment and media fund 4CAST has invested in Seat Unique, alongside Dame Jessica Ennis-Hill and John Terry, who back venture capital firm The Players Fund.
Kane said: “Throughout my career and in my personal life, I’ve seen the power of live events to inspire, unite, and create lasting memories. As an athlete, I know how much it means to fans to have those incredible experiences. Seat Unique is changing how people access these moments by creating better access to premium experiences, and I’m excited to be a part of their team.”
Robin Sherry, founder and CEO of Seat Unique, added: “Fans are always chasing those unforgettable ‘I was there’ moments, and Harry’s global influence and understanding of what makes those moments special make him a perfect fit for Seat Unique. We’re excited to have him on board as we continue to launch even more amazing packages this year and beyond.”
Founded in 2019 by husband and wife team Robin Sherry and Phillipa Hicks, Seat Unique was created to provide modern, digital-first fans better access to official premium seats and experiences opportunities that were once only in reach of corporate clients.
Seat Unique has recently completed a string of deals, including partnerships with Co-op Live, London Stadium and Formula E, gaining rights to sell their premium tickets and hospitality packages.
This expansion comes as the experience economy continues to boom, driven by rising demand for curated, immersive events. Blockbuster tours and major sporting spectacles are fuelling this trend, with six in 10 consumers saying they would rather spend on live experiences than buying material possessions, according to Barclays.
Demand for premium experiences is growing at a rate of 14% annually according to the ticketing platform, with Seat Unique’s sales growing by more than 100% year on year. This growth is outpacing supply, unlocking huge economic potential over the coming years. The global sports hospitality market is projected to surpass £61bn by 2031, and Goldman Sachs recently raised its forecast for the global music market to reach £126bn by 2030.
