Everton Appoints Seat Unique as Founding Partner of Hill Dickinson Stadium.

Roger Hampel

Photo Credit: Everton

Premier League club Everton has named Seat Unique as a founding partner of its new Hill Dickinson Stadium, ahead of the venue’s official opening in August. The partnership appoints Seat Unique as the Official Match-by-Match Premium Ticketing Partner, granting the company exclusive rights to facilitate premium ticket sales for single matches and non-matchday events.

The 52,888-capacity stadium, located on Liverpool’s waterfront, will be the club’s new home starting from the 2025/26 season. The partnership signals a shift in how premium football experiences are packaged, sold, and accessed in the UK.

A Platform for Premium, Per-Game Access Everton Seat Unique Hill Dickinson

Seat Unique’s technology will allow fans to book individual premium experiences, including access to exclusive seating, dining, and entertainment packages — an offering traditionally limited to season ticket holders or corporate clients.

One of the standout features includes loge-style cinematic seating, marking a first in UK football. The format features four reclining cinema seats with private TV monitors and includes perks such as player meet-and-greets and behind-the-scenes stadium tours.

Additional hospitality zones include:

• Beyond: Interactive experiences with behind-the-glass views into flash interview zones and the players’ tunnel

• Trinity Place: Casual dining spaces

• Village Street: Pub-style stands and street food inside the West Stand

• Fan Plaza: A 17,000-capacity outdoor entertainment and event area

  
  

The goal is to diversify premium access models, expanding beyond long-term hospitality contracts to offer more flexible and experiential formats for local and international fans.

Business Context: Scaling Demand and Accessibility

With strong pre-opening demand — seasonal premium memberships are reportedly sold out — Seat Unique’s platform is intended to help Everton capitalize on match-by-match interest and accommodate a more global fan base.

Angus Kinnear, CEO of Everton Football Club, emphasized the commercial role of the partnership:

“Seat Unique’s platform will support and scale that demand, delivering access to unforgettable experiences for our most passionate fans, as well as helping attract new fans from across the country and around the world.”

From Seat Unique’s side, the deal also reflects a strategic push to secure long-term partnerships with high-capacity venues across sport, music, and culture. The company already works with Wembley and Tottenham Hotspur Stadium and reports over 1 million monthly visitors — with one in five customers based outside the UK.

Robin Sherry, CEO of Seat Unique, called the Everton project “a football first”:

“The variety of offerings is unmatched anywhere in the UK and innovative experiences like cinematic seating and Village Street are football firsts.”