Business · Companies · 3 hrs ago
Lando Norris invests in UK hospitality and ticketing company Seat Unique
Formula 1 champion Lando Norris has invested in Seat Unique, a UK company that sells tickets and premium experiences for live events.
Norris joined a £20 million funding round completed this year through The Players' Fund, an investment vehicle operated by professional athletes.
How much Norris invested and what share he received have not been disclosed.
Seat Unique offers licensed premium seating and has ticketing rights for venues including Wembley Stadium and Manchester's Co-op Live, as well as 16 racing facilities.
It also has rights to distribute tickets for UEFA Euro 2028 and a scheduled Joshua-Fury boxing match.
The company is targeting a £500 million valuation and aims to generate £350 million in annual revenue by the end of a three-year period.
It plans to pursue that growth through acquisitions and partnerships, including expansion into Asia-Pacific through a partnership with Trip.com Group.
Lando Norris has invested in Seat Unique, a UK-based provider of ticketing and VIP experiences.
The McLaren driver joined a £20 million funding round that was completed this year, according to Sky News.
The amount Norris invested and the equity he received have not been disclosed.
Seat Unique is targeting a £500 million valuation and £350 million in annual revenue by the end of a three-year cycle.
The company has ticketing rights for Wembley Stadium, Manchester’s Co-op Live and 16 racing facilities in the Arena Racing portfolio.
- Who
- Lando Norris, the McLaren driver and reigning Formula 1 champion, invested in Seat Unique.
- What
- He joined a £20 million funding round for the UK ticketing and VIP experience provider.
- When
- The funding round was completed in 2026, according to the article. The exact date is not stated.
- Where
- Seat Unique is based in the UK.
- Why
- Norris’s reason for investing is not stated.
This story does not have two clearly opposing sides.
This story does not have a timeline yet.
- Funding round
- £20 million
- Target valuation
- £500 million
- Revenue target
- £350 million per year by the end of a three-year cycle
- Ticketing rights
- Wembley Stadium, Co-op Live and 16 Arena Racing facilities
- Other investors named
- Harry Kane, Ben Stokes, Stuart Broad, Maya Jama, Jack Whitehall and Daniel Kaluuya
What people are saying
The way fans experience live events has fundamentally changed. People want official access, unforgettable moments and complete confidence in how they buy them - that's exactly what we've built Seat Unique to deliver.
Lando understands that better than anyone, which is why having him join us as an investor is such a powerful endorsement of where this business is heading.