Rugby legend Sam Warburton has joined a London tech start-up which allows sports fans access to premium events normally reserved for corporate clients.

Online ticket platform Seat Unique, which only launched last month, has appointed the former captain of Wales and the British Lions as a brand ambassador and recruited tech veteran Andy Lawson as a board advisor.

Seat Unique aims to increase fan access to live premium hospitality experiences and give sports teams, venues and rights holders greater flexibility and control over their tickets and live experiences.

Using its technology, rights holders can manage their hospitality inventory in one user-friendly interface, all of which can be accessed by fans in real-time 24 hours a day via the Seat Unique platform. The online platform is already working with some of the biggest sports clubs in the world.

All tickets and hospitality packages available on Seat Unique have set prices and are supplied to the platform by the venues and clubs themselves.

Warburton said: “Seat Unique’s fresh approach will provide a win-win for both fans and rights holders. From my point of view becoming a brand ambassador was a no brainer and I’m delighted to be joining Seat Unique at the start of what is an exciting journey.”

Newly-appointed board advisor Andy Lawson, EVP & GM EMEA of New Relic, Inc, & Former EVP of Salesforce, said: “Seat Unique is opening up hospitality packages to an audience who previously thought premium live experiences were only for corporates and using tech to make them easy for fans to access 24/7, and venues to manage and track.

“This is a huge move in the right direction that will help grow the hospitality industry and I’m hugely excited to be part of a company that has the potential to own this space.”

Robin Sherry, CEO and founder of Seat Unique said: “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. 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.

“Both Sam and Andy’s experience, connections and vast knowledge of both the sports and technology sectors makes them the perfect partners for Seat Unique. We’re thrilled to welcome them both into our team – as we grow the business their expertise, connections and love for the industry will be invaluable.”