Lando Norris joins Nickleby Capital-led £20m Seat Unique round

Formula One world champion Lando Norris has invested in Seat Unique as part of a £20 million funding round led by Nickleby Capital, with backing from Pentland Ventures and Hearst Ventures.

Norris's investment was facilitated by The Players' Fund, an athlete-led investment vehicle that has also helped bring England footballer Harry Kane and cricketer Ben Stokes onto Seat Unique's shareholder register. The investment places Norris alongside other high-profile athletes backing the premium ticketing and hospitality platform.

Seat Unique works directly with sports clubs, venues and event organisers to sell official premium tickets and hospitality experiences. The company has established more than 140 rightsholder partnerships across sport, music and live entertainment.

The business expects to generate approximately £175 million in sales this year and is targeting more than £350 million annually within three years. Its growth strategy includes international expansion and acquisitions, with P1 Travel and Circuit Hospitality strengthening its position in premium ticketing, travel and Formula One hospitality.

The £20 million funding round provides additional capital to support that expansion, while the involvement of Nickleby Capital and other institutional investors adds to Seat Unique's existing network of sporting shareholders.

The investment reflects growing interest from professional athletes in businesses operating around live sport, particularly platforms connecting rightsholders directly with audiences seeking premium experiences.