Seat Unique has acquired P1 Travel, a company specializing in tickets and hospitality for sports events, to enhance its premium ticketing offerings. This merger aims to create a global platform that caters to the increasing consumer demand for luxury experiences in live events, while both brands will maintain their distinct identities. The acquisition aligns with Seat Unique's strategy to expand internationally, following its recent purchase of Circuit Hospitality.
Seat Unique acquires P1 Travel 23 Mar 2026 | Anna-Rose Gabbitass Share on Premium ticketing platform Seat Unique has acquired P1 Travel, a provider of tickets and hospitality packages for sporting events. The acquisition brings together two companies to create a global platform for premium live experiences. The move comes amid growing consumer demand for luxury experiences, with both companies set to continue operating as distinct brands. Seat Unique provides a direct-to-consumer platform with a UK customer base, while P1 Travel has an established international distribution network with expertise in European football and Formula 1. Together, the group works with over 140 official partners, including Arsenal FC, AC Milan, and Real Madrid, selling experiences to customers in over 150 countries. The deal follows Seat Unique’s purchase of UK-based Circuit Hospitality in October 2023, reinforcing its strategy to scale internationally. Robin Sherry, Founder and CEO of Seat Unique, said, “P1 Travel has built an outstanding reputation in European sports hospitality, and Ludo, Bernie and the team have created a fantastic business over the past 19 years. Bringing our companies together is a natural next step. Demand for premium experiences has never been stronger, and together we are building a global platform that helps rightsholders reach new international audiences while giving fans access to the most sought-after events in sport, music and entertainment.” Ludo Hermans, Founder of P1 Travel, said, “Since we founded the business, P1 Travel has focused on helping fans experience Europe’s biggest sporting events while building trusted, long-term relationships with rightsholders. Over that time, we’ve seen demand continue to grow as fans look for more memorable ways to enjoy live events. What stood out about Seat Unique is the shared commitment to official access for fans and a commitment to working closely with rightsholders. By combining our strengths in technology, international reach and premium expertise, we see a significant opportunity to expand globally while continuing to deliver for our partners and customers.”
Curated by Taleb Kabbara · Source: sportindustry.co.uk
Seat Unique, P1 Travel, Arsenal FC, AC Milan, Real Madrid, Circuit Hospitality
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Seat Unique: Seat Unique is a premium ticketing platform that has acquired P1 Travel to create a global platform for premium live experiences.
P1 Travel: P1 Travel is a provider of tickets and hospitality packages for sporting events that has been acquired by Seat Unique.
Arsenal FC: Arsenal FC is one of the over 140 official partners that Seat Unique and P1 Travel work with to sell premium experiences.
AC Milan: AC Milan is another official partner of Seat Unique and P1 Travel, contributing to their offerings of premium experiences.
Real Madrid: Real Madrid is also an official partner of Seat Unique and P1 Travel, involved in the sale of premium experiences.
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