Edgbaston Saw 60% Growth In Ticket Sales With The Seat Unique Terrace
Adam Lowe, Commercial Director at Edgbaston
Our ambition at Edgbaston has long been to elevate the matchday experience while unlocking greater commercial value from our premium ticketing.
Since 2022, Seat Unique has operated as our Official Premium Ticketing Partner, exclusively powering premium ticket sales through its platform and giving us the ability to scale, optimise yield and reach new audiences in ways that were not previously possible.
Through the data and audience insight generated by the Seat Unique platform, they identified a clear unmet demand for an experience positioned between general admission and traditional hospitality. They proposed a scalable GA+ concept designed to broaden our premium audience without compromising on quality - an approach that aligned perfectly with our ambitions.
The result was the Seat Unique Terrace - a modern, open-air premium space offering unrivalled behind-the-bowler’s-arm views alongside high-quality food and drink options. It has quickly established itself as one of Edgbaston’s most sought-after, seasonal sell out experiences, delivering commercial performance that has exceeded expectations:
- 54% increase in new premium buyers
- 29% higher average order value from first-time buyers booking via Seat Unique
- Over 2,000 first-time GA+ supporters introduced to premium cricket experiences
- More than 60% growth in ticket sales following the Seat Unique Terrace’s introduction
The Seat Unique Terrace is now a core commercial driver for the stadium. Beyond revenue growth, it has expanded our reach, introduced new premium audiences to Edgbaston and enhanced overall matchday satisfaction. Year on year, average order value continues to rise as more supporters choose the elevated experience it provides.
Seat Unique’s technology, distribution capabilities and market insight were instrumental not only in identifying the opportunity, but in bringing it to life at scale. The result is a premium product that delivers both commercially and experientially and we are excited to continue evolving our premium offering together.
Adam Lowe, Commercial Director at Edgbaston“Their platform, insight and commercial approach have delivered outstanding results and created a premium product that continues to outperform expectations. ”
