Utilita Bowl has renewed its partnership with Seat Unique for a further five years through to 2029.

The cricket ground is home to Hampshire Cricket, Hampshire Hawks and Southern Brave. It has also made an investment into Seat Unique.

This has powered online premium and hospitality sales for domestic and international cricket at Utilita Bowl since 2020.

As a result of the partnership, Seat Unique increased Hampshire Cricket’s online hospitality sales by 65% in 2024, with nearly a quarter of general admission buyers upgrading their tickets to premium.

The news of the partnership renewal comes in a busy month for the tickets and events sales platform, which has already seen it appoint Matt Dawson as a business advisor as well as open an office in Manchester.

Late last year the London-based firm announced investment from 4CAST, a media and investment group founded by England cricketing stars Ben Stokes, Stuart Broad, Jofra Archer and Jos Buttler.

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As well as investing in Seat Unique, Utilita Bowl will introduce the Seat Unique Roof Terrace, an exclusive new premium experience available for international cricket fixtures, with capacity for up to 400 spectators.

“Having Hampshire Cricket now as both a partner and an investor in Seat Unique highlights the strength of our relationship, and the value that Hampshire and many of our other partners are seeing from our global distribution platform,” said Robin Sherry, founder and CEO of Seat Unique.

“By renewing and extending our partnership with Utilita Bowl, we can continue to drive premium and hospitality sales while delivering amazing experiences for cricket fans across the world.”

Tom James, head of sales & commercial partnerships at Utilita Bowl, added: “Our partnership with Seat Unique has evolved considerably since 2020 and the spirit of innovation they have always held aligns with our values here at Utilita Bowl.

“We are extremely excited about the next chapter in our journey together and the introduction of the Seat Unique Roof Terrace. We look forward to delivering enhanced fan experiences through Seat Unique for many years to come.”

It comes at a landmark moment in Utilita Bowl’s history, as the cricket ground prepares to host its first-ever men’s Ashes Test Match in 2027.

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