Fiat to sponsor British Cycling

Fiat has signed up to become the official supplier to British Cycling, which includes the Great Britain Cycling and Para-Cycling Teams.

As part of the deal, Fiat Group Automobiles UK will be the sole supplier of cars for British Cycling activities and programmes for the next three years, including the London 2012 Olympics and Paralympics Games.

British Cycling will have the use of the Fiat Bravo, Punto Evo, and the 500-city car, for both national and regional events including Road, Track, Mountain Biking, BMX, Cycle Speedway and Cycle Cross, requiring team cars and transport for event staff.

Andrew Humberstone, managing director, Fiat Group Automobiles UK and Ireland, says: “Everything about this partnership is right. The connection between us and British Cycling is immediately evident in our attitude to environmental concerns and in Fiat’s stated aim of being the manufacturer with the lowest CO2 emissions in Europe – something which we’ve achieved for the past three years.”

“This new agreement also reflects our desire as a brand to continue evolving with lifestyle associations such as this, not just in terms of our environmental position but also at a commercial level – facilitating dealer network opportunities in the business market.”

Ian Drake, CEO, British Cycling, adds: “Our partnership with Fiat builds upon British Cycling’s strategy to create a family of commercial partners with a view to building a long term, sustainable future for the sport in the UK.

“As well as producing vehicles well suited to our diverse needs, Fiat is among the most environmentally conscious car manufacturers, which complements our efforts to create a more sustainable future for transport in Britain. I am confident that the support of a progressive brand like Fiat will help us further broaden the appeal of cycling and we look forward to working together during these exciting times for the sport.”

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