You might try this product, available at any SAS shoe store:


The red is a perfect match for the MGB seat color.
I was re-coloring abrasions in the leather, but I would expect it would work for coloring the entire seat if necessary.
My experience has been that once the color has dried and is buffed off, it does not stain your clothing, but then I was not doing an entire seat surface.
SAS has black, tan, etc, as well as the red.