
NEWS STORY : Integrity Concerns Mount Over Seat Unique’s ‘Dynamic Pricing’ Model Exposed by The Guardian
STORY
An investigation by the Guardian newspaper has cast serious doubts on the integrity of sports hospitality provider Seat Unique after its use of a controversial “dynamic pricing” model saw fans charged exorbitant sums for FA Cup final packages only to witness dramatic price drops days later. The story reveals that Seat Unique, backed by high-profile athletes including England captain Harry Kane and former cricket captain Ben Stokes, sold two VIP hospitality tickets for over £1,500 each, before slashing the same package to £399 less than a fortnight later. In email exchanges seen by The Guardian, a company employee admitted the pricing structure could be “confusing”, likening it to airline fare fluctuations.
Fans describe the practice as indistinguishable from ticket-touting. One purchaser, identified only as Gabrielle, told The Guardian she felt “exploited” when she realised a package bought to cheer up her football-mad nephew had plunged in price—yet Seat Unique declined her request for a partial refund or upgrade and ceased responding to her follow-ups. Consumer group Which? warned that obscuring dynamic pricing is “unacceptable” especially for flagship events such as the FA Cup Final, calling on Seat Unique to be “upfront about its pricing practices so fans can make informed decisions”. Despite the flak, Seat Unique maintains it is an “official platform” offering “fair, transparent and accessible” bookings, insisting that “prices are always clearly advertised with no hidden booking fees” and pledging to “rectify” any unfulfilled promises. However, sceptics argue that undisclosed price volatility undermines consumer trust and demands for regulatory scrutiny are mounting.