Seat Unique becomes official partner for the ARC

a line of lady racegoers

Britain’s largest racing group, Arena Racing Company (ARC) welcomes a new partnership this month with Seat Unique, a trusted premium ticketing provider

The partnership welcomes Seat Unique as ARC’s Official Online Premium Ticket and Hospitality Partner, providing unparalleled premium experiences to racing enthusiasts across the UK. 

The premium experience economy continues to soar, with spending in the entertainment space growing last year driven primarily by live events and sports. Consumers are placing increasing importance on bigger and more unforgettable days out.

Seat Unique has seen an 88% increase in the demand for its hospitality experiences at live events. This highlights the growing trend of consumers valuing experiences over material possessions. Consumers are increasingly seeking to create lasting memories and unique experiences, and are willing to pay a premium for these moments.  


The trend towards prioritising experiences is shaping the preferences of modern consumers and driving the popularity of venues that can provide genuine, captivating, and authentic encounters. The partnership with Seat Unique means that ARC can bring new and enhanced experiences to fans and appeal to new audiences and racegoers. 

Under the multi-year agreement, Seat Unique will power the online premium ticket and hospitality sales for all sixteen racecourses owned by ARC, which include prestigious venues such as Doncaster, Chepstow, Newcastle, Lingfield Park, and Royal Windsor.  

ARC racecourses host 572 racing fixtures across the UK, annually drawing over one million racegoers, making over one-third of the British fixture list available on the Seat Unique platform. Notably, these include the highly anticipated Jenningsbet Northumberland Plate and Betfred St Leger Festivals, two highlights of the flat racing season as well as the BetMGM Fighting Fifth and Coral Welsh Grand National fixtures over jumps.  

Each racecourse offers a host of unique and exciting racedays that cater to everyone, including families, music lovers, and party-goers alike. These include fun-filled Family Days with face painting and funfairs, live music by ska-pop legends Madness and tribute acts to ABBA and Queen, as well as themed nights like the popular rum and reggae night, all of which can be accessed through the Seat Unique platform.  

Mark Spincer, Managing Director of ARC’s Racing Division, said: ”We are delighted to announce this partnership with Seat Unique, and bring our sixteen racecourses onto their innovative platform. The team at Seat Unique have already proven the value of their approach across a range of other sports and entertainment venues, all of which we are excited to join.”  

Over 3,500 premium packages will be available across ARC racecourses, providing racegoers with purchase options for unforgettable days out. These will range from bottomless brunches or afternoon tea with friends all the way up to private boxes, and immersive dining experiences. 

Robin Sherry, CEO and Founder at Seat Unique said: “Our partnership with Arena Racing Company and its esteemed racecourses represents a pivotal moment for Seat Unique, as we continue to expand our reach in this space. This milestone achievement demonstrates our dedication to revolutionising how racegoers access and book premium experiences. The experience economy is booming, and fans across all sports are expecting more, and this is especially true of racegoers.” 

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