In your storyboard, do the following:
Place a UIView as a background view of your prototype cell. This should be below your UILabels. Change its background color to your desired color. (Background NOT Tint)
Select your prototype cell and go to its connections inspector (Command + Alt + 6).
Drag the
selectedBackgroundView
outlet into your just placed background view.
Source: How to change background selected color storyboard static cells