By Andy Marston, Sports Pundit
England captain and FC Bayern Munich striker Harry Kane is the latest high-profile athlete to invest in Seat Unique, the premium experiences platform reshaping access to live sport and entertainment.
The company raised $19.1M in an extended Series A last year, and were previously backed by The Players Fund at Seed Stage with 50+ athlete investors including the likes of Ben Stokes, Jessica Ennis-Hill, and John Terry.
Seat Unique now partners with over 60 UK venues and clubs like Burnley FC, Yorkshire Cricket, and more recently has announced deals with Formula E and London Stadium.
The platform offers VIP tickets and hospitality for events including England games at Wembley, WWE Live, and concerts from Taylor Swift, Oasis, and Billie Eilish.
It uses proprietary dynamic pricing software and recently ranked 4th in Sifted’s UK & Ireland 100 fastest growing startups.
Why It Matters:
Kane’s involvement goes beyond capital. With active operations at Tottenham Hotspur Stadium, his former club, and his record-breaking presence in Germany, he provides a natural bridge for the company’s future European expansion.
His influence can help unlock partnerships, drive new customer acquisition, and bring in fellow athlete-investors - a powerful combo for a brand built around exclusivity, loyalty, and fan access.
It also reflects a broader shift from endorsement to ownership, with athletes increasingly realising the long-term value they can create by contributing capital, insight, and cultural credibility.
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