Car manufacturer Seat has signed a three-year agreement with Uefa that will see it sponsor the Uefa Europa League, the new format of the Uefa Cup.

The partnership, which will begin in October, is part of Seat's widespread European awareness drive for its various models, and will see its branding displayed prominently at over 200 Europa League matches between now and 2012.

"Sponsoring the Uefa Europa League is a great way to increase awareness of Seat with our target audience," said Steve Robertson, head of marketing at Seat UK. British teams in the tournament include Everton, Fulham and Celtic, and much of Seat's activation is expected to be based around those teams' campaigns.

"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," confirmed Robertson.