County cricket ground gets a new name

March 24 2022

Will Brown , GCCC CEO, and Philipa Hicks of Seat Unique

Will Brown , GCCC CEO, and Philipa Hicks  of Seat Unique

Gloucestershire Cricket's home ground has been renamed the Seat Unique Stadium in a four-year deal.

The new name for the Bristol County Ground comes at the start of the 2022 domestic cricket season.

Seat Unique is a tech ticketing marketplace where fans can buy official hospitality packages and tickets to live sports, music and culture events. It first partnered with The Shire in early 2021 when it became the club’s official hospitality and premium ticketing partner. 

Seat Unique, which launched in 2019,  has developed innovative software to support the digital transformation of online hospitality sales. Welsh Rugby and British & Irish Lions captain, Sam Warburton OBE, is its brand ambassador. 

GCCC says the deal with Seat Unique marks a significant moment for the club,; building on the appointments of Dale Benkenstein as head coach, Steve Snell as performance director and the signing of quality overseas players such as Marcus Harris, Naseem Shah and Zafar Gohar during the off-season.

Joe Kaniecki, head of partnerships at Gloucestershire Cricket, said: “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.”

The new name, the Seat Unique Stadium, now adorns the front of the Bristol Pavilion and can be seen at various other locations and at entrances.

The Seat Unique Stadium will play host to seven home Vitality Blast T20 matches for Gloucestershire in 2022, and will welcome the best teams and players the English game has to offer during the County Championships Division One campaign. The Shire’s home stadium will also host five international matches during the summer, including England men’s and women’s teams, further consolidating the stadium as a familiar venue for international cricket.

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

"It is a privilege to have this exciting opportunity to build a valuable affinity with The Shire’s loyal fans. "