Seat, the Spanish car marque owned by Volkswagen, has signed up pop star Shakira to be its global brand ambassador. The company will sponsor her 2007 European tour as part of the deal.
Seat says the singer’s profile and image match the company’s “young and lively” brand positioning, and president Erich Schmitt adds: “This is an excellent opportunity to join forces to promote our common values.”
The Shakira and Seat European Tour starts in Germany on January 25 and visits more than ten European countries in three months. Seat will also work with the singer’s charity, the Pies Descalzos Foundation, as part of the agreement.
Seat has struggled this year and Schmitt was brought in to replace former president Andres Schleef in September, as first revealed on marketingweek.co.uk.
Earlier this year, Seat UK promoted national communications manager Steve Robertson to head of marketing to replace Mark McKenna, who was made head of operations in April.