Gloucestershire’s Bristol home renamed as Seat Unique Stadium after signing historic Ground Naming Rights deal

8 March 2022

Gloucestershire Cricket is thrilled to announce hot tech start-up Seat Unique as the Club’s new Ground Naming Rights partner on a four-year deal.

Gloucestershire’s home venue, the Bristol County Ground, has been renamed as the Seat Unique Stadium with immediate effect.

Seat Unique, who are a premium ticketing marketplace where fans can buy official hospitality packages and tickets to live sports, music and culture events, first partnered with The Shire in early 2021 when they became the Club’s Official Hospitality & Premium Ticketing Partner. Having enjoyed a successful first year of working together, the two parties agreed the significant Ground Naming Rights partnership ahead of the upcoming 2022 domestic cricket season.

Seat Unique is a fast-growing tech company that has developed innovative software to support the digital transformation of clubs and venues online hospitality sales. Following their launch in 2019, the business appointed former Welsh Rugby and British & Irish Lions captain, Sam Warburton OBE, as their brand ambassador. Seat Unique’s white label website solutions have greatly improved the customer journey for Gloucestershire Cricket fans looking to purchase premium tickets and hospitality packages.     

The inception of the Seat Unique Stadium marks yet another significant moment in a New Era for Gloucestershire Cricket; building on the appointments of Dale Benkenstein as Head Coach, Steve Snell as Performance Director and the signing of quality overseas players such as Marcus Harris, Naseem Shah and Zafar Gohar during the off-season.

Joe Kaniecki, Head of Partnerships at Gloucestershire Cricket, said:

“This is a significant moment in the Club’s history and we are absolutely delighted to be strengthening our relationship with Seat Unique for the next four years.”

“We’re passionate about not only ensuring the Seat Unique Stadium continues to grow as a domestic and international cricket arena, but also as a live entertainment venue to the benefit of our local communities. As a premium ticketing marketplace, Seat Unique will allow us to take the home of Gloucestershire Cricket to the next level in terms of spectator experience and offering.”

“Everyone at the Club is excited about the future, in what is a New Era for the Gloucestershire, as we continue to move forward both on and off the field.”

A rebrand of Gloucestershire’s home venue has taken place following the agreement of the partnership and its new name, the Seat Unique Stadium, now adorns the front of the Bristol Pavilion and can be seen at various other locations and at entrances.

The Seat Unique Stadium will play host to seven home Vitality Blast T20 matches for Gloucestershire in 2022, and will welcome the best teams and players the English game has to offer during the County Championships Division One campaign. The Shire’s home stadium will also host five international matches during the summer, including England men’s and women’s teams, further consolidating the Seat Unique Stadium as a familiar venue for international cricket.

Alongside these unmissable cricket fixtures, it is anticipated that a range of new and exciting events will be hosted at the Seat Unique Stadium, including music concerts. Seat Unique will continue to exclusively power online premium ticket and hospitality sales for all events taking place at the stadium, through their safe and secure online platform.   

CEO and Founder of Seat Unique, Robin Sherry, said:

“It is a huge honour to have elevated our partnership with Gloucestershire Cricket with this four-year commitment to stadium naming rights. This will ensure that we continue to strengthen our relationship between the Club and the local community.”

“Likewise, this is a hugely significant milestone for Seat Unique. It is a privilege to have this exciting opportunity to build a longstanding and valuable affinity with The Shire’s loyal fans. We look forward to working with the wonderful team at Gloucestershire Cricket, to ensure fans have the best possible in-stadium experience at the Seat Unique Stadium.”   

In extending their incredible support of the Club with Ground Naming Rights, the partnership will help to elevate the venue as a host of concerts and other live events.

The agreement will also include the introduction of brand new matchday activations in which supporters will be able to win a variety of unique live entertainment and sporting experiences.

Neil Priscott, Commercial and Marketing Director at Gloucestershire Cricket, said:

“What a day to be a supporter of Gloucestershire; the partnership with Seat Unique shows how far the Club has come in recent years as we look to challenge the heavyweights of domestic English cricket.”

“We’ve struck up a really good relationship with the excellent team at Seat Unique and we enjoy working with them. We’re grateful for their support and the confidence they have placed in us to build a special partnership over the coming years. We all can’t wait to welcome fans to the Seat Unique Stadium next month for the much-anticipated start of the new season.”

Official premium tickets and hospitality packages for Gloucestershire Cricket’s Vitality Blast are now available to purchase through Seat Unique here.

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