London tech start-up Seat Unique has launched this week, an online platform giving fans access to premium hospitality packages.

The firm believes that the corporate hospitality market suffers from an ‘image problem’, and under-investment in tech means fans suffer legacy booking systems.

The start-up hopes to addresses these issues by working only with brands and rights holders.

Using the start-up’s software, rights holders can manage their ticket inventory, event setup and pricing, one-off hospitality experiences.

The software gives sellers the ability to share information to fans in real-time on the Seat Unique platform.

Founded by Robin Sherry, with 13 years of experience working in the live events industry, the team also includes Ashley Friedlein, President of Econsultancy and founder of the pioneering professional messaging app, Guild and Ewen Sturgeon, Europe and South African CEO of Wunderman Thompson.

“We’re making it possible for fans to purchase premium tickets direct, at any time of the day, from the official source, the rights holders,” said Robin Sherry, founder and CEO of Seat Unique.

“This not only opens up fan access to experiences they previously didn’t know were available to them but venues and clubs can now offer tickets up to the day of the event – something we know fans want.

“Our innovative approach gives rights holders control over their inventory, ensuring that revenue generated from tickets goes directly to them. For fans, this means more investment in talent and stadiums to create the best possible live experiences.