Lando Norris invests in VIP hospitality platform Seat Unique

Formula 1 driver Lando Norris has expanded his business portfolio by participating in a £20 million funding round for Seat Unique, a UK-based premium hospitality and VIP ticketing platform. The investment was made through The Players' Fund, a venture capital vehicle managed by professional athletes.

While the exact amount invested by Norris and his equity stake remain undisclosed, Seat Unique is targeting a valuation of £500 million and aims to reach annual revenues of £350 million within the next three years. The company holds exclusive distribution rights for high-profile events, including UEFA Euro 2028 and the heavyweight boxing match between Anthony Joshua and Tyson Fury.

Seat Unique has recently expanded through the acquisition of P1 Travel and Circuit Hospitality, and maintains ticket sales rights for venues such as Wembley Stadium and Co-op Live. The company has also launched a global collaboration with Trip.com Group to facilitate expansion into the Asia-Pacific region.