Enhancing Access to Official Hospitality Packages and Premium Tickets!

“Great moments are born from great opportunities.” In the world of live events, creating unforgettable experiences isn’t just about the event itself; it’s about how we connect people to them. Yet, one of the biggest challenges has always been accessibility. How do you ensure fans, sponsors, and businesses alike can access premium experiences seamlessly?

This is where Matt Judge, Chief Revenue Officer at Seat Unique, steps in. His journey is rooted in his deep passion for live events. From early sales roles with Brighton & Hove Albion and Arsenal, he discovered not just the thrill of events but the power they have to bring people together.

In 2019, Matt joined Seat Unique as one of its first employees, driven by the company’s bold mission to revolutionize the live events industry. Seat Unique leverages cutting-edge technology to bridge the gap between fans and premium experiences, making exclusive events more accessible and straightforward than ever before.

Under his leadership, Seat Unique has become a trusted name, redefining how audiences engage with their favorite sports, music, and cultural events. His strategic vision and hands-on approach have been instrumental in the company’s rapid growth, ensuring it remains at the forefront of innovation in a competitive industry.

Let us learn more about his journey:

Connecting Fans to Unforgettable Experiences

Seat Unique collaborates with rights holders and venues to offer secure access to premium and hospitality tickets for live events. This platform bridges the gap between fans and exclusive ticket and hospitality packages for sports, music, and cultural events around the globe, ensuring an exceptional experience both during the booking process and at the event itself.

When Matt joined, Seat Unique was in its formative stages. The company lacked a website and was still developing its strategy. Stepping in as the Head of Sales, he was entrusted with the task of introducing the concept of simplifying access to premium live events for potential partners.

At that time, the company had only a small team and no official partnerships established. The initial days posed challenges, but through determination and effective teamwork, they transformed the business from generating £10k GMV per month to an impressive £4M monthly revenue, establishing over 70 partnerships along the way.

Journey of Growth and Adaptation at Seat Unique

As Seat Unique endeavored to secure its first key partners, the challenges faced by startups were ever-present, especially with limited resources. Matt’s leadership during this crucial time centered on cultivating a flexible, eager, and collaborative team. He sought individuals who were enthusiastic about learning and contributing to the company’s development, rather than those confined to specific roles.

When the pandemic struck, the team dwindled to just three members. However, instead of retreating, they intensified their recruitment efforts, bringing in talented individuals who shared their vision. Today, Seat Unique boasts a robust team of over 80 staff across two offices. This transformative period allowed the company to continue expanding even as live events came to a halt. Ultimately, this journey resulted in a strong team capable of adapting and thriving under pressure.

Power of Teamwork

At Seat Unique, a strong team plays a vital role in achieving success. With trusted colleagues managing various tasks and projects, Matt can concentrate on the most important priorities. For instance, during fixture releases for partners and major music announcements, the team is ready to share the workload.

This collaborative spirit, combined with adaptable and scalable technology, enables them to handle multiple projects seamlessly. The dedication of each team member ensures that they can efficiently juggle these responsibilities, making it possible to meet their goals with confidence and ease.

Reimagining Event Access

Shortly after joining Seat Unique, Matt faced a significant challenge as the Covid-19 pandemic brought the live events industry to a standstill. With venues closed and live event ticket sales seemingly out of reach, the prospect of selling access to events felt almost impossible.

Instead of giving up, the team refocused their efforts into two key areas: first, providing the best possible customer care to their existing clients, and second, continuing to pursue new partnerships by focusing on understanding the needs of potential partners.

This experience taught Matt the importance of patience and persistence, and it reinforced the value of tailoring their approach to meet the specific needs of each partner, whether they were looking to increase revenues or improve fan attendance.

Rising to the Challenge

Shortly after joining Seat Unique, Matt encountered a formidable challenge as the Covid-19 pandemic halted the live events industry. With venues closed and ticket sales for live events slipping away, the idea of selling access to events seemed nearly impossible.

Instead of surrendering to the circumstances, Matt and his team redirected their focus toward two key areas. First, they aimed to provide their existing clients with exceptional customer care. Second, they actively sought new partnerships, prioritizing an understanding of potential partners’ needs. This experience underscored the significance of patience and persistence. It also highlighted the importance of customizing their approach to align with the unique goals of each partner, whether they sought to boost revenues or enhance fan attendance.

Tenacity in the Face of Uncertainty

As events began to reopen after the lockdown, significant effort was devoted to preparing clients for the long-awaited gatherings they had missed for a year or two. However, further lockdowns resulted in additional cancellations of live events, leaving the team feeling disheartened and challenged.

To uplift spirits, a focus on the long-term vision was encouraged, with reminders that the current obstacles were only temporary. Matt highlighted the exciting possibilities for growth that awaited once live events resumed, motivating everyone to keep pushing forward despite the uncertainty.

By maintaining a focus on the business’s long-term potential during those tough times, the team was able to endure and ultimately thrive. When live events finally returned, they emerged stronger than ever, having expanded their partner network while retaining all existing clients and supporters.

This experience underscored the importance of offering a forward-looking perspective to inspire motivation, steering clear of dwelling on immediate difficulties.

The Rise of Seat Unique:

Matt played a pivotal role in Seat Unique’s transformation from a small startup into a significant force in the live events sector. This year, the company proudly secured the 4th position in the Sifted 100: UK & Ireland and 5th in the 2024 Deloitte UK Technology Fast 50, boasting an impressive revenue growth of 7,921% over the past four years.

While this achievement is a collective effort, a crucial aspect of this success was Matt’s focus on driving revenue, building enduring partnerships, and cultivating a strong internal team.

Use of Data in Decision-Making

Data serves as the foundation for effective decision-making. When seeking new partnerships, the data team meticulously analyzes available metrics, enabling the adjustment of strategies as necessary.

This analysis equips Matt and the broader company with a clear understanding of market potential, facilitating informed choices regarding pricing, inventory, and sales strategies. Such insights have proven essential for staying ahead of market trends and maximizing the value of their offerings.

Growth and New Horizons

Seat Unique has witnessed remarkable growth, accompanied by a wave of change. Over the past three years, the company has achieved record growth year after year. As it expands, the focus continues to evolve. Initially concentrated on the sports sector, Seat Unique has recently identified significant opportunities in the music industry. Many people desire to attend live events but often struggle to find where to purchase tickets and dislike waiting in long queues.

Matt’s expertise was primarily rooted in the sporting world, making the transition to understanding how tours and concerts operate in stadiums and arenas across the country an exciting challenge. Immersing himself in this new landscape has proven to be an enriching experience. Throughout this journey, collaboration with stadiums, arenas, promoters, and artist management teams has deepened their understanding and connected them with industry experts.

In a short period, Seat Unique has made impressive strides. The company has partnered with some of the largest stadiums in the country, established collaborations with ASM to support seven arenas, joined forces with Co-Op Live Arena as a partner, and recently launched its first tour as the presenting partner.

Managing Tough Choices

Matt faced a challenging decision regarding promotions within his team. While having multiple talented individuals vying for advancement is a positive situation, it inevitably leaves some feeling overlooked. In these moments, he relies on transparency and the available data to guide his choices. He ensures that the team comprehends the reasoning behind each decision, emphasizing that the process is rooted in performance metrics and aligned with the best interests of the business’s growth.

Although not everyone may agree with the outcomes, Matt understands the importance of fairness and clear communication. This approach fosters trust within the team, even when difficult choices arise.

The progress made has been remarkable in a short span of time. Collaborations with some of the country’s largest stadiums have been established, partnerships with ASM have been signed to support seven arenas, and a recent alliance with Co-Op Live Arena has taken shape. Most notably, they have launched their first tour as the Presenting Partner, marking a significant milestone in their journey.