Exclusive : Seat Unique, a firm backed by stars including England captain Harry Kane, charged more than £3,000 for two seats

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”.