The platform, which will go live later this month at, gives ticket holders who are unable to attend Welsh rugby fixtures at the Principality Stadium the opportunity to re-sell their tickets in a legitimate, regulated and official way.
It also seeks to protect supporters who might otherwise look to buy tickets from unofficial sources, in breach of ticket terms and conditions, which could ultimately lead to refused entry at the turnstiles.
Since October 2021, Seat Unique has exclusively powered Principality Stadium online premium hospitality sales, with this relationship now extended to provide a regulated Supporter Exchange platform for Wales matches in Cardiff.
“Seat Unique are providing an invaluable service to Welsh rugby as we seek to provide an official secondary marketplace for match tickets at Principality Stadium, keeping vital funds in the game in Wales and protecting supporters,” said WRU commercial and legal director Rhodri Lewis.
“Following a hugely successful digital transformation of our online hospitality experience – which has seen a tenfold increase in enquiries and bookings for hospitality services at Principality Stadium – Seat Unique will now also exclusively power the WRU’s new official Supporter Exchange.
“To help the WRU and Seat Unique maintain a trusted marketplace for buyers, all sellers must pass a two-step verification process.
“In addition, rugby clubs throughout Wales are permitted to sell up to ten per cent of their ticket allocations for home Welsh rugby internationals on the platform.
“Prices will of course be market driven, but an extra layer of protection is also in place for supporters visiting the site in search of tickets.
“Customers will be reminded, at the point of purchase, of the face value price of their tickets and notified if similar tickets to those posted on the Supporter Exchange are still available at the original prices direct from the WRU.
“The Supporter Exchange will also protect supporters and help keep ticket resale proceeds in Welsh rugby.”
Sellers will be verified via email address when creating an account with Seat Unique. Sellers then have to be verified as the original ticket owner, by providing unique ticket information.
If the seller does not pass the verification process, they cannot list tickets on the platform.
This process helps ensure all tickets available are 100 per cent official and tickets bought via the Supporter Exchange will have been purchased in accordance with the WRU’s ticket terms and conditions.
Once sold, tickets are then cancelled from the original seller and reissued to the buyer’s mobile/smartphone device through the Principality Stadium Ticketing app.
The app allows digital tickets to be delivered safely and securely and removes the need for supporters to wait for paper tickets to be sent by post.
The new Supporter Exchange offers a greater level of safety and flexibility when purchasing and selling tickets for matches. Another safeguard prevents verified ticket owners from posting multiple simultaneous listings for one ticket, meaning supporters can buy with confidence.
For each transaction, a £1 donation will be shared equally between the WRU’s chosen charity, the Welsh Rugby Charitable Trust and Seat Unique’s charity partner, Royal British Legion Industries (RBLI).
Image (L-R): Steve Phillips, WRU CEO; Phillipa Hicks Head of Product at Seat Unique; Sam Warburton OBE Brand Ambassador Seat Unique and Robin Sherry Seat Unique CEO and Founder of Seat Unique.
CEO & Founder of Seat Unique, Robin Sherry said: “We are delighted to be working with the WRU to provide a safe space where clubs and a community of supporters can buy and sell tickets, without risk of illegitimate purchases.
“We want to help the foundations of the sport and are proud to have created a platform that keeps money in grassroots rugby, helping to develop clubs at a fundamental level.
“Seat Unique has always been dedicated to helping fans get greater access to live events, and we are thrilled to extend this further by increasing ticket availability for Wales games at Principality Stadium.”
The Supporter Exchange will go live in time for Wales’s 2022 Six Nations Championship home games.
