Sam Shemtob is a director of FEAT, which was launched in 2019 by some of Europe's leading promoters to fight for fairer ticket resale. FEAT helped to unite the live sector in calling for landmark regulation of online secondary ticketing marketplaces in the Digital Services Act. FEAT is part of a coalition of live events organisations working to Make Tickets Fair! by improving event organisers' means of educating consumers on safe ticket resale. FEAT gained its first sports and venue members in 2024 with major European football club FC Barcelona joining as well as Barcelona’s Estadi Olímpic and Palau Sant Jordi venues. In November 2024 Barcelona’s City Council officially declared its commitment to fair ticket resale.

Prior to helping establish FEAT, Sam founded leading communications consultancy Name PR, which counted the Society of Ticket Agents and Resellers (STAR), the Association of Independent Festivals, Twickets and Eventbrite among its clients.