F1 champion Norris takes stake in £500m hospitality firm through athletes' venture fund

Lando Norris has taken a stake in Seat Unique, a British premium ticketing and hospitality platform, after joining a £20 million financing round completed in 2025. The McLaren driver and reigning Formula 1 world champion made the move through The Players’ Fund, a venture capital vehicle backed by professional athletes that previously brought Harry Kane and Ben Stokes on as stakeholders.

The exact sum Norris invested and the equity he received have not been disclosed. Nickleby Capital, an existing shareholder in Seat Unique, led the funding round.

Seat Unique operates a marketplace for licensed premium seating at high-profile events, with partnerships that include exclusive distribution rights for UEFA Euro 2028 tickets and the scheduled Anthony Joshua–Tyson Fury heavyweight boxing match. The company also holds ticketing rights for Wembley Stadium, Manchester’s Co-op Live venue, and 16 racing facilities within the Arena Racing portfolio. A worldwide partnership with Trip.com Group marks its first significant push into Asia-Pacific markets.

Norris joins an existing roster of celebrity shareholders that includes cricketer Stuart Broad, television presenter Maya Jama, comedian Jack Whitehall, and actor Daniel Kaluuya.

Seat Unique CEO Robin Sherry said the business was built around a shift in how fans engage with live events. “The way fans experience live events has fundamentally changed. People want official access, unforgettable moments and complete confidence in how they buy them — that’s exactly what we’ve built Seat Unique to deliver,” he said. Of Norris, Sherry added: “Lando understands that better than anyone, which is why having him join us as an investor is such a powerful endorsement of where this business is heading.”

The company is targeting a £500 million valuation as part of a three-year plan to generate £350 million in annual revenue. It intends to reach that figure through acquisitions and partnerships, including the recent purchases of P1 Travel and Circuit Hospitality, with further deals reportedly under consideration.