Seat sponsors UK’s flagship music festivals

Young, stylish and sporty Spanish car brand SEAT is extending its sponsorship activity with news that it has been named Official Car Partner to the sold-out Reading and Leeds music festivals.

The strategic alignment with the UK’s premier dual-site festival – both events sold out within hours and take place simultaneously over the Bank Holiday weekend 27-29 August – is the latest move by SEAT into the arena of entertainment sponsorship.

It comes hard on the heels of the Spanish car maker’s move to sponsor Colombian pop star Shakira’s forthcoming European tour – a deal which sees the Spanish firm secure a prominent presence at the artist’s concerts across the continent.

The Reading & Leeds Festival deal will see a variety of exciting SEAT attractions for both festival-goers and members of its online enthusiast site – Club SEAT, alongside SEAT messaging across festival communications.

Headline acts performing at the three-day extravaganza of music, promoted by leading festival promoters Festival Republic, include Guns n’ Roses, Ash, Blink 182, Arcade Fire and The Libertines.  They will be joining upwards of 120 bands on a variety of stages at both Little John’s Farm in Reading and Bramham Park in Leeds.

SEAT’s association with the prominent British music festivals sits alongside its extensive football sponsorship which is lead by its position as official presenting sponsor of the pan-European UEFA Europa League.  SEAT also maintains a strong relationship with football in Scotland as official car supplier to the Scottish Football Association.

Motorsport, too, remains an important part of the SEAT marketing mix.  Exceptional back-to-back team and driver title wins in the World Touring Car Championship in 2008 and 2009 have, this year, given way to a host of SEAT-supported drivers and teams both here in the UK and on the Continent.  

Announcing the firm’s latest high profile music association, SEAT UK Head of Marketing Steve Robertson said: ‘The exciting decision to position SEAT alongside these festivals is another big leap forward in our ongoing sponsorship strategy as part of our growth plans for the brand over the next few years.

‘We’re really pleased to be supporting these massively popular and important UK music events and I’m very much looking forward to a summer weekend of great music at both venues.’