Seat Unique has been appointed official hospitality partner for the Tyson Fury vs Anthony Joshua all-British heavyweight boxing fight scheduled to take place at Cardiff’s Principality Stadium on Friday 11 December.
The company will manage, sell and deliver the event’s premium experiences programme, acting as the sole platform for official premium access.
The appointment builds on Seat Unique’s relationship with the Welsh Rugby Union and Principality Stadium, where it has been the official hospitality sales platform since 2021.
Official hospitality packages are on sale for Fury vs Joshua, with additional experiences being developed for the fight. These include an exclusive VVIP offering, with further details to be announced once confirmed.
Fury and Joshua have never faced each other in the ring, making the proposed Cardiff bout a first meeting between two of British boxing’s biggest names.
Hospitality packages range from £249 to £17,995 per person. The entry-level option combines premium seating in Block U2 with pre-fight hospitality at Cardiff’s Coal Exchange Hotel, including a welcome drink, three-course meal and commemorative lanyard.
At the top end, the front-row inner-ringside package includes Block D, Row A seating and pre-fight dining at The Ivy, with complimentary house beer, wine and soft drinks. Guests also receive a VIP chauffeur transfer to the fight, an exclusive gift and commemorative ticket. Private restaurant tables are available for groups of four or more, with exact seat locations confirmed nearer the event.
Robin Sherry, CEO of Seat Unique, said: “We’re delighted to deliver premium experiences at one of the most anticipated fights of a generation. Two of British boxing’s biggest names, one night in Cardiff, and the entire premium programme built by Seat Unique.
“We’ve been the Official Hospitality Sales Platform for the WRU and Principality Stadium since 2021, so we know exactly what it can do on a night like this. We’re making sure the experience around the ring lives up to everything happening inside it.”
Seat Unique’s wider portfolio includes partnerships with Wembley Stadium, London Stadium, Arsenal, Everton, AEG Presents, KMJ Entertainment and Arena Racing Company.
The boxing appointment extends the company’s presence across major sporting and entertainment events, with a remit covering the full premium hospitality programme for the Cardiff fight.
See more at seatunique.com
Lando Norris invests in Seat Unique
Meanwhile, Formula 1 world champion Lando Norris has invested in Seat Unique as the premium ticketing and hospitality platform expands across sport and entertainment. Facilitated through The Players Fund, his investment follows the company’s recent £20m funding round, backed by Nickleby Capital, Pentland Ventures and Hearst Ventures.
Seat Unique now has more than 140 rights holder partnerships and has acquired P1 Travel, which provides official tickets and hospitality packages for international sporting events. The company expects to process £175m in sales this year, with further growth planned through new partnerships, acquisitions and international expansion. Norris joins fellow investors including Harry Kane.
Norris said: “Some of my best memories have come from being at live sport and events, so I really like what Seat Unique is building. There’s something special about being there for the big moments and having those experiences you remember for years afterwards. It’s an exciting business and I’m looking forward to being part of what comes next as an investor.”