Car Dealer Magazine » SEAT scores soccer deal

SEAT scores soccer deal

SEAT has signed a three-year deal to become the headline sponsor for football’s new Europa League.

It’s an arrangement that’s solely to raise brand awareness, said a spokesman.

The firm has conducted studies, showing that while SEAT is well recognised in Spain, brand awareness in the rest of Europe is not so good.

‘What’s the fastest way to get our name out there,’ Car Dealer Magazine was told? ‘To sponsor the most popular sport across Europe…’

That’s why SEAT has become title sponsor for the new league – and it was one of the very first decisions made by new boss James Muir.

‘It’s simple brand awareness. If you look at the recognition Ford gets with the Champions League, Hyundai and Kia with the World Cup… we’re hoping for similar gains from the Europa League.’

Impressively, SEAT also has the actual trophy here on display on its stand! Car Dealer Magazine spotted Sir Bobby Robson’s Ipswich Town displayed as proud winners of the ’80-81 title.

The firm was also showing its Ibiza RCZ supermini estate concept. This will arrive in the UK next year, to battle with the Renault Clio Sport Tourer and Skoda Fabia estate.

This model sat alongside new Ecomotive versions of the Leon, Altea and Altea XL, all sporting the latest 1.6-litre TDI engine. The Leon Cupra was there, too.

Incidentally, also on display was the new Exeo ST, in a rather Audi-like shade of RS blue. Well, it is actually an Audi, after all!

By Richard Aucock

FRANKFURT 2009: All the coverage!