One of the biggest names in four wheeled transport has teamed up with the one of the largest on two wheels – as Fiat becomes 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 Ltd will be the sole supplier of Fiat cars for British Cycling activities and programmes for the next three years.

British Cycling, the internationally recognised governing body for cycling and cycle sport in the UK, and organisers of the Olympic medal-winning GB Cycling Team, will have the use of Fiat’s stylish Fiat Bravo, the new Punto Evo, and the award-winning 500 city car, which is once again among the Top 10 best-selling models in the UK for the month (January).

The cars will be kept busy, as the organisation has national and regional representation, and oversees a wide variety of cycling disciplines including Road, Track, Mountain Biking, BMX, Cycle Speedway and Cycle Cross, requiring team cars and transport for event staff.

Fiat’s blend of style, sportiness and environmental-friendliness fits perfectly with British Cycling’s healthy, fun and competitive outlook, and this deal presents Fiat with the opportunity to display its cars at many of British Cycling’s events and activities.

“Everything about this partnership is right,” says Andrew Humberstone, managing director, Fiat Group Automobiles UK and Ireland. “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.”

Paolo Lo Monaco, finance and business development director, Fiat Group Automobiles UK and Ireland, adds: “Fiat fits well with what British Cycling is achieving in the UK – on the competitive track and off it – and we are delighted to be in partnership with them.”

Ian Drake, CEO, British Cycling, comments: “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.”

British Cycling is the national governing body for cycling in Britain whose aim is to inspire participation in cycling as a sport, recreation and sustainable transport through achieving worldwide success. It governs all cycling disciplines and is funded by membership, UK Sport and Sport England. With British Sky Broadcasting, its principal partner, British Cycling has the shared aim of getting one million more people cycling regularly by 2013. In 2008 the GB Cycling Team brought home 34 medals from the Beijing Olympic and Paralympic Games, prompting a new wave of interest in cycling and focusing the nation’s hopes on London 2012.

One of the pioneer companies in the automobile industry, Fiat has produced around 90 million passenger cars and light commercial vehicles, including more than 400 models since 1899, when the company was founded in Turin, Italy. Some of Fiat’s vehicles have represented milestones in automotive history. The Automobiles business area of Fiat Group encompasses Fiat Group Automobiles (Fiat Automobiles SpA, Alfa Romeo Automobiles SpA, Lancia Automobiles SpA, Abarth SpA and Fiat Light Commercial Vehicles SpA), Ferrari SpA and Maserati SpA.
www.fiat.co.uk