SEAT, part of the Volkswagen Group, is to be the new official car partner to Munster Rugby and title sponsor of the Munster Schools Senior and Junior Cups.
The partnership also includes SEAT supporting Munster Rugby’s pre-season matches in the newly entitled ‘SEAT Series’, which will kick off on the 24th of August in Thomond Park when Munster take on Gloucester.
Toyota had previously been the clubs main sponsor in a deal that had been worth more than €10 million over nine years. It stepped down at the end of last season and has been replaced by Bank of Ireland as the main sponsor.
This new deal with SEAT brings the entire relationship to a close. It remains to be seen what will happen with Toyota’s ‘ambassador deal with Munster player Simon Zebo.
Toyota’s relationship with sport is now centred in Ireland on ambassador deals with Katie Taylor and Fionnuala Britton as well as being the official vehicle partner of Cricket Ireland.
Seat has sponsored Shamrock Rovers in the League of Ireland for last season and this, but that deal is up for renewal later this year. Volkswagen has existing relationships with the IRFU and Leinster under its main marque.
“We are delighted to be announcing our new partnership with Munster Rugby, said Cian O’Brien, Director of SEAT Ireland.
“As a proud and passionate brand with a great tradition, Munster Rugby is an excellent fit for SEAT and we look forward to promoting our association with them through our dealer network”.
“This sponsorship comes at a very exciting time for the SEAT brand. We are currently experiencing a renaissance both internationally and in Ireland. SEAT has enjoyed significant growth in 2013 and we are now the fastest growing car brand in the country.”
“With superb new product and the ambitious network plans that are already in place, this new partnership with Munster Rugby is a statement of intent and proves the future is very bright for SEAT.”
Munster’s star players Mike Sherry, BJ Botha, Keith Earls and Andrew Conway were all present to launch the partnership.
“Munster Rugby is delighted to welcome SEAT as official car partner,” said MUNSTER Rugby CEO Garret Fitzgerald.
“Their support across a number of areas including the Munster Senior and Junior Schools Cups is a fantastic boost for us and we look forward to sharing great rugby occasions in the years ahead starting with the ‘SEAT Series’ on August 24th”.
The new deal with Munster will be a highly visible sponsorship for SEAT and expose them to Munster’s loyal support base and followers all over Ireland. SEAT will have permanent car displays in Thomond Park, where they will showcase new models.
SEAT has a full activation programme lined up to support the sponsorship over the 2013 / 2014 season including extensive pr, match day activation and digital support.
