Former Wales and British & Irish Lions captain Sam Warburton has landed a new role with a tech start-up firm.
He has been appointed a brand ambassador of London-based Seat Unique, which has created an official market place for guaranteed access to live events.
Using its technology rights holders can manage their hospitality inventory in one interface, all of which can be accessed by fans in real-time via the Seat Unique platform.
The company is already working with some of the biggest sports clubs in the world.
Mr Warburton said: "I know first-hand the importance of creating amazing live experiences for fans. They are the backbone of any successful team.
"Seat Unique’s fresh approach will provide a win-win for both fans and rights holders. From my point of view becoming a brand ambassador was a no brainer and I’m delighted to be joining Seat Unique at the start of what is an exciting journey.”
The start-up has also appointed Andy Lawson as a board advisor.
Chief executive and founder of Seat Unique, Robin Sherry, said: "We’re making it possible for fans to purchase premium tickets direct, at any time of the day, from the official source, the rights holders.
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"This not only opens up fan access to experiences they previously didn’t know were available to them but venues and clubs can now offer tickets up to the day of the event – something we know fans want.
“Both Sam and Andy’s experience, connections and vast knowledge of both the sports and technology sectors makes them the perfect partners for Seat Unique.
" We’re thrilled to welcome them both into our team – as we grow the business their expertise, connections and love for the industry will be invaluable."
Mr Warburton was recently appointed a non-executive director of professional rugby region the Cardiff Blues.