Utilita Bowl has renewed its partnership with Seat Unique for a further five years through to 2029.
Alongside the partnership, Utilita Bowl has also made an investment into Seat Unique, which has powered online premium and hospitality sales for domestic and international cricket at Utilita Bowl - the home of Hampshire Cricket - since 2020.
As a result of the partnership, Seat Unique increased Hampshire Cricket’s online hospitality sales by 65% in 2024, with nearly a quarter of general admission buyers upgrading their tickets to premium.
The partnership’s renewal means fans can continue booking premium and hospitality tickets to domestic and international cricket matches sold by Utilita Bowl securely through Seat Unique’s trusted platform.
As well as investing in Seat Unique, Utilita Bowl will introduce the Seat Unique Roof Terrace, an exclusive new premium experience available for international cricket fixtures, with capacity for up to 400 spectators.
Located at the top of Utilita Bowl, the terrace offers exceptional views of the action from directly behind the bowler’s arm. Premium food and drink offerings will help create an unforgettable matchday experience for fans at one of the UK’s most iconic cricket venues.
Robin Sherry, founder and CEO of Seat Unique, said: “Having Hampshire Cricket now as both a partner and an investor in Seat Unique highlights the strength of our relationship, and the value that Hampshire and many of our other partners are seeing from our global distribution platform.
“By renewing and extending our partnership with Utilita Bowl, we can continue to drive premium and hospitality sales while delivering amazing experiences for cricket fans across the world.”
Tom James, Head of Sales & Commercial Partnerships at Utilita Bowl, said: “Our partnership with Seat Unique has evolved considerably since 2020 and the spirit of innovation they have always held aligns with our values here at Utilita Bowl.
“We are extremely excited about the next chapter in our journey together and the introduction of the Seat Unique Roof Terrace. We look forward to delivering enhanced fan experiences through Seat Unique for many years to come.”
Utilita Bowl is home to Hampshire Cricket, Hampshire Hawks and Southern Brave. Southern Brave and England bowler Lauren Bell has been a Seat Unique ambassador since 2023.
It comes at a landmark moment in Utilita Bowl’s history, as the cricket ground prepares to host its first-ever men’s Ashes Test Match in 2027.
Hospitality offerings will be available for Utilita Bowl’s 2025 season, which includes the Metro Bank One Day Cup, the Rothesay County Championship, Southern Brave fixtures in The Hundred, England Men’s ODI match against South Africa, England Men’s T20 fixture against West Indies and England Women’s ODI versus India.
Hampshire Cricket has today confirmed a landmark multi-year partnership with Castore, marking the start of a new era as the club teams up with one of the most exciting and innovative sportswear brands in the game.
Hampshire Cricket and Utilita Bowl have been awarded the Best Vitality Blast Spectator Experience Award at the 2025 ECB Business of Cricket Awards
Hampshire Cricket is seeking a new senior leadership position to support the continued growth and evolution of the Utilita Bowl and our wider organisation.
