Arsenal launch Seat Unique Club amid hospitality demand growth

Arsenal have introduced the Seat Unique Club ahead of the 2026/27 season, expanding their premium hospitality portfolio at Emirates Stadium.The launch follows rising demand for Premier League hospitality, with Seat Unique reporting a 446% increase in bookings for top-flight hospitality products over the past year.Seat Unique chief executive and co-founder Robin Sherry said: “As demand for premium live experiences continues to grow, more supporters than ever are looking to turn matchday into something unforgettable.“Over the past year, Seat Unique has seen a 446% increase in Premier League hospitality bookings, reflecting the growing appetite for premium experiences.”The Seat Unique Club is designed to give Arsenal supporters an additional premium matchday option, combining upgraded access with a more experience-led hospitality product.The launch also gives Arsenal another route to monetise strong demand at Emirates Stadium, where premium seating and hospitality inventory are increasingly important to matchday revenue growth.Premier League clubs have invested heavily in hospitality, lounges, premium memberships and event-style matchday products as they seek to diversify income beyond general admission ticketing, broadcasting and sponsorship.Digital platforms have become a larger part of that strategy, allowing clubs and venues to sell hospitality inventory directly to consumers with clearer pricing, availability and package information.Seat Unique works with rights holders across football, rugby and cricket, providing technology and sales support for premium ticketing and hospitality products.Sherry said: “The Seat Unique Club brings together an exceptional matchday experience for supporters while helping rightsholders unlock the full potential of their premium hospitality offering.“It’s another example of how we’re working with rightsholders to create exclusive experiences that fans can easily discover, book and enjoy.”The product adds to Arsenal’s existing hospitality range and reflects the wider shift in UK sport towards premium live experiences.Arsenal will make the Seat Unique Club available from the 2026/27 campaign as part of their matchday commercial offer at Emirates Stadium.