With Seat Unique, 68% of Northampton Saints Premium Bookings Were New Customers
Mark Darbon, Chief Executive at Northampton Saints
Premium hospitality at rugby clubs has traditionally been relationship-led and corporate-focused. At Northampton Saints, we identified an opportunity to broaden that model - making premium matchday experiences more visible, more accessible and more appealing to a wider supporter base.
In 2023, we transitioned our hospitality sales to Seat Unique’s fully digital platform, introducing a seamless 24/7 booking journey for Saints premium experiences including the Tunnel Club, Warner’s Experience and other hospitality packages.
Supporters can now browse, compare and secure official premium access with the same ease as purchasing standard match tickets - fundamentally changing how hospitality is discovered and booked.
The impact on audience growth has been significant.
Mark Darbon, Chief Executive at Northampton Saints,“Since launching the partnership, bookings from new premium customers have reached 68%.”
The platform’s digital reach and integrated marketing capabilities have introduced premium rugby experiences to entirely new demographics - including leisure fans, smaller groups and supporters who had not previously engaged with hospitality products.
This shift has repositioned premium hospitality from a predominantly corporate offering to a more consumer-accessible experience.
Beyond audience expansion, digitising premium sales has significantly reduced our administrative workload and improved conversion efficiency, enabling our internal teams to focus on strategic growth initiatives rather than manual booking processes. The data and insight provided through the platform has also strengthened our understanding of purchasing behaviour, allowing us to optimise inventory allocation across fixtures.
For Northampton Saints, this is not simply about selling more hospitality - it is about expanding our premium audience, strengthening supporter relationships and ensuring every fixture delivers long-term commercial value.
Our partnership with Seat Unique has enabled us to grow our premium demand in a sustainable, scalable way - positioning the Club for continued growth both on and off the pitch.
