Seat joins the big league with massive UEFA football deal

SEAT is joining the big league following the announcement that the dynamic Spanish car maker has struck a deal with football’s European governing body, UEFA, to become the exclusive Presenting Sponsor of its new Europa League.

The three-year deal marks the beginning of a massive drive to increase awareness of the brand all over Europe, and will see SEAT gain huge exposure at more than 200 football matches each season between now and the end of the 2011-2012 competition.

James Muir, President of SEAT S.A. said: ‘We are delighted to be the Presenting Sponsor of the new UEFA Europa League.

‘European club football is full of emotions and this is the perfect environment for our brand. The UEFA Europa League offers us a unique platform to expose the SEAT brand to football fans throughout the region.’

Among the 48 teams competing in the league this year are Celtic, Everton, Fulham, AS Roma, Werder Bremen and Valencia – all clubs that are guaranteed to attract big crowds and large television audiences whenever they play.

The UEFA Europa League has evolved from the UEFA Cup competition. With a new brand identity, improved competition format and centralised TV concept, it is expected to become a keenly anticipated part of Europe’s sporting calendar.

UEFA General Secretary David Taylor said: ‘The best thing about the new UEFA Europa League is its sheer size and scale. This year’s competition will see 205 matches take place across the entire continent. It is a true European competition and that is why I am glad we have secured a European company in SEAT to act as the Presenting Sponsor over the next three years.

‘The UEFA Europa League will be a challenging adventure for players, clubs and fans alike, and I am glad that we now have SEAT alongside us as our partner on this journey.’

The headline sponsorship deal comes as SEAT looks to build on the warm welcome its raft of new models has been receiving across Europe this year.

The all-new Exeo saloon and ST, revised Leon and Altea family, and spicy new Ibiza Cupra, Ibiza FR and concept car-inspired Ibiza Cupra Bocanegra are all achieving both critical acclaim and strong sales across the continent as SEAT works to underline its position as a maker of sporty, eye-catching and great value cars.

Emphasizing the firm’s sporting pretensions still further, next week’s Frankfurt Motor Show will see the public debut of SEAT’s most potent production model to date: the fiery, 265 PS Leon Cupra R.


Steve Robertson, Head of Marketing at SEAT UK (and a life-long Celtic supporter), said: ‘Sponsoring the UEFA Europa League is a great way to increase awareness of SEAT with our target audience. This builds on the existing football sponsorships we have here in the UK with Aston Villa, Stoke City and the Scottish FA.

‘Over the next three seasons we will use this opportunity not only through programme advertising sponsorship on ITV4 and Five, but also in promotional activity, to bring the association to life.’