Coming soon: the new tool letting you book some of the world's biggest live sport and music events

Seat Unique gives agents premium access to more than 500,000 live events across its group. Designed specifically for the travel trade, Connect by Seat Unique provides agents with a streamlined, central hub to access official premium tickets, VIP suites, and exclusive hospitality packages at the world's best live sport and music events.

Connect was unveiled to the trade for the first time on 23 September, at TTG Media’s Travel Industry Awards 2026 in association with Seat Unique, and at the event’s agent Working Lunch. Agents heard how Connect will allow them to discover, quote, book, and manage official premium experiences for their clients. 

Registration is open now, and agents who sign up will be given access as soon as Connect launches next month.

Once live, it will mean agents and operators can easily add the live events people travel for to their offering. This could include watching an England cricket match, an F1 race or a Premier League game, as well as securing private boxes at a popular concert, or being first in line for premium tickets to see top comedians.

With Seat Unique, agents can secure premium experiences at the events clients won’t want to miss, at major venues including Wembley Stadium, Co-op Live, Arsenal, London Stadium, Silverstone Circuit and Lord's Cricket Ground.

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Connect by Seat Unique: register now 

Connect is a ready-made platform, so there's nothing to build or integrate. Registered agents will be able to start using it as soon as it goes live, with trade-specific pricing and the ability to browse and manage bookings for multiple clients from one place.

More features will follow after launch, including the ability for agents to send quotes directly to clients. This will enable those working with Seat Unique to offer something few others can, backed by trade-specific pricing and terms, and all without adding to their team's workload. Register your interest now to be first in the line for the new platform. 

API integration 

For agents and operators who want deeper technical integration, Seat Unique also offers trade-ready, real-time API access. This allows partners to integrate the platform’s official, premium inventory straight into their own booking systems, and pull availability automatically. Ideal for larger businesses, the API enables partners to package live events at scale.

Between Connect and API access, Seat Unique caters to all trade partners’ requirements. Whichever option is the right fit for your business, you will benefit from Seat Unique's direct relationships with venues, rightsholders and promoters. It means every experience sold is official and guaranteed, giving your clients official access to the live events they’ll love.

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Elevate your client’s next getaway 

Many travel agents assume premium live events aren’t products they can sell, but they can be a natural addition to the itineraries they are already creating. And for clients who want to enjoy a milestone trip, anniversary, or celebration, they are the ideal way to make a getaway unforgettable.

Live events are also an ideal match for clients seeking premium itineraries. A whole trip can be built around an event, to enable travellers to see their favourite team, artist, band or comedian, while also enjoying a break away.

As Seat Unique is part of a wider group that includes P1 Travel and Circuit Hospitality, the team offers more than half a million premium live experiences, backed by years of experience delivering premium hospitality across sport, music and travel.

Seat Unique also has an array of high-profile athletes and celebrity shareholders and ambassadors, including comedian Jack Whitehall; England football team captain Harry Kane; retired English rugby player Matt Dawson; English international cricketer Lauren Bell; and former England cricketer Stuart Broad.

Whether you are ready to register for Connect once its live or are keen to discuss API integration, get in touch with the Seat Unique team today to discover more.

READ MORE: Discover how Seat Unique helps agents bring global music artists, Formula 1 races and Premier League matches to their clients’ next getaway