Arena Racing Company (ARC), one of the UK’s main horse racing venue owners, has today announced a new partnership with online ticket platform Seat Unique.

The deal sees the London-based company become ARC’s official online premium ticket and hospitality partner.

Under the multi-year agreement, Seat Unique will manage the online premium ticket and hospitality sales for all 16 racecourses owned by ARC, which include venues such as Doncaster, Chepstow, Newcastle, Lingfield Park, and Royal Windsor.  

ARC racecourses host 572 racing fixtures across the UK, annually drawing over 1 million racegoers, making over one-third of the British fixture list available on the Seat Unique platform.

Notably, these include the Northumberland Plate and St Leger Festivals, two highlights of the flat racing season as well as the Fighting Fifth and Welsh Grand National fixtures over jumps.  

With Seat Unique, ARC claims to have “transformed” its booking process for premium experiences at all its racecourses, making it “more accessible and hassle-free than ever before.”

Over 3,500 premium packages will be available across ARC racecourses.

Through the partnership with Seat Unique, the UK’s largest racing group hopes to bring “new and enhanced experiences to fans and appeal to new audiences and racegoers.” 

Robin Sherry, chief executive and founder at Seat Unique, said: “Our partnership with Arena Racing Company and its racecourses represents a pivotal moment for Seat Unique, as we continue to expand our reach in this space.

“This milestone achievement demonstrates our dedication to revolutionizing how racegoers access and book premium experiences. The experience economy is booming, and fans across all sports are expecting more, and this is especially true of racegoers.”

Mark Spincer, managing director of ARC’s racing division, added: “The team at Seat Unique have already proven the value of their approach across a range of other sports and entertainment venues, all of which we are excited to join.

“We look forward to growing this partnership and marketing our sport to those who may not have considered a day at the races before. We are excited to work with Seat Unique for this new chapter.” 

The tie-up enhances Seat Unique’s presence in UK horse racing as it has previously collaborated with venues like Cheltenham and Ascot.

The firm also has similar partnerships across other sports including rugby and soccer.