Seat Unique has signed a multi-year deal to power premium and hospitality sales for M&S Bank Arena in Liverpool.
Throughout the three-year partnership, Seat Unique will power all online premium and hospitality sales for events at the 11,000-capacity venue.
The partnership follows a boom for the live entertainment economy in the north of England. Seat Unique claimed it had recorded an 89% year-on-year increase in premium ticket and hospitality package sales from major northern cities in 2024, including Manchester, Liverpool, York and Newcastle.
To capitalise on this demand, Seat Unique recently opened an office in Manchester’s city centre to lead its operations across the region.
M&S Bank Arena officially opened its doors in 2008. It has hosted music concerts from major international stars including Beyoncé, Justin Bieber and Little Mix, as well as local hero Paul McCartney.
In 2025, it has a packed schedule featuring Kylie, Olly Murs and the Busted vs McFly tour. The venue will also welcome popular comedian Peter Kay, as well as the 2025 Premier League darts roadshow.
“We’re delighted to be the official premium ticket and hospitality sales platform for M&S Bank Arena. Liverpool has an incredible music and sports culture, and we know there is strong demand for live events in the city,” commented Robin Sherry, founder and chief executive of Seat Unique.
“Signing the M&S Bank Arena to our books further strengthens our presence in the North, where we’re already working with iconic venues like Co-op Live, Headingley Cricket Ground and Emirates Old Trafford, along with clubs such as Leeds Rhinos and Burnley FC.
“At Seat Unique, we’re redefining an inefficient premium ticketing system with a transparent, data-led, fan-first approach that also benefits venues and rightsholders. This deal with M&S Bank Arena allows us to reach even more fans across the UK and internationally.”
M&S Bank Arena is part of The ACC Liverpool Group’s waterfront event campus, and is due to receive a £2m (€2.3m/$2.6m) upgrade with newly renovated spaces. The revamped premium offerings will see four levels of experiences to choose from including premium super suites, premium suites, the Sodexo Live! Lounge and The Skyline Experience.
ACC Liverpool has appointed MMA Design & Project Management and Kimpton to complete the works.
“We are thrilled to partner with Seat Unique as our official premium ticket and hospitality sales platform. This collaboration allows us to further enhance our customer experience by offering seamless access to premium tickets and hospitality packages for events at the arena,” said The ACC Liverpool Group’s commercial and business development director, Ben Williams.
“Beyond improving the customer journey, this partnership also strengthens our ability to reinvest in our venue and continue attracting the biggest names in music, sport, and entertainment. We look forward to working together to bring even more exciting opportunities to the Liverpool City Region.”