Controversial ‘dynamic pricing’ model revealed in FA Cup final seat sales

Tickets to watch Crystal Palace play Manchester City in the FA Cup final are commanding high sums.Controversial “dynamic pricing” has arrived in English football, the Guardian can reveal, after a company backed by sports stars including the England men’s football captain, Harry Kane, charged more than £3,000 for two seats at the FA Cup final.

Seat Unique, which sells VIP hospitality packages for events, has won endorsements and even financial backing from professional athletes and sports teams, promising to deliver “exceptional, authentic experiences to fans”.

But the London-based company has been accused of acting “like a ticket tout” after it slashed the price of Cup final hospitality…