Premium ticketing marketplace Seat Unique has acquired naming rights to the Bristol County Ground, home of Gloucestershire Cricket.

The four-year deal officially rebrands the venue as the Seat Unique Stadium. Seat Unique has an existing relationship with Gloucestershire Cricket, becoming the club’s official hospitality and premium ticketing partner in early 2021.

Seat Unique’s software is used to support online hospitality sales for sports clubs and venues, and its new deal with Gloucestershire Cricket has been signed ahead of the 2022 domestic cricket season. The partnership will also include the introduction of new match-day activations, giving fans the chance to win a range of unique live entertainment and sporting experiences.

The Bristol County Ground has been rebranded following the agreement, with the Seat Unique Stadium moniker now adorning the front of the Bristol Pavilion. Seat Unique will continue to exclusively power online premium ticket and hospitality sales for events at the stadium, which is set to host music concerts as well as cricket matches in the future.

Joe Kaniecki, head of partnerships at Gloucestershire Cricket, said: “This is a significant moment in the club’s history and we are absolutely delighted to be strengthening our relationship with Seat Unique for the next four years.

“We’re passionate about not only ensuring the Seat Unique Stadium continues to grow as a domestic and international cricket arena, but also as a live entertainment venue to the benefit of our local communities. As a premium ticketing marketplace, Seat Unique will allow us to take the home of Gloucestershire Cricket to the next level in terms of spectator experience and offering.”

Robin Sherry, chief executive and founder of Seat Unique, added: “It is a huge honour to have elevated our partnership with Gloucestershire Cricket with this four-year commitment to stadium naming rights. This will ensure that we continue to strengthen our relationship between the club and the local community.

“Likewise, this is a hugely significant milestone for Seat Unique. It is a privilege to have this exciting opportunity to build a longstanding and valuable affinity with The Shire’s loyal fans. We look forward to working with the wonderful team at Gloucestershire Cricket, to ensure fans have the best possible in-stadium experience at the Seat Unique Stadium.”

Image: Gloucestershire Cricket