Fiat nets new football deal

The Italian manufacturer will supply models such as the 500 city car, new Punto Evo, new Fiat Doblo and Fiat Ducato to Birmingham-based retailers as part of the deal.

The deal, lasting four years, will include both cars and commercial vehicles from the Fiat Professional range.

"This is another fantastic opportunity for both Fiat and Aston Villa," says Andrew Humberstone, Managing Director, FGA UK & Ireland. "We are enjoying considerable success with current sports tie-ins and I am sure this latest deal with Aston Villa will bring us similar results."

Fiat believes the deal will increase exposure in Birmingham and ‘increase awareness of the Fiat brand among thousands of potential customers’.

Sports tie-ins are becoming increasingly popular with car manufacturers in recent months. Last month, Jaguar signed a deal to supply vehicles such as the XF and XJ to England cricket team, while Citroen has an ongoing partnership with Arsenal Football Club to supply training to their younger players.

Fiat, one of the most prolific partners of sports in the UK, also has partnerships with Wembley Stadium, British Cycling and the BSM driving school.

The Italian manufacturer says it chose Aston Villa because of the history and heritage of both businesses. Fiat was founded in 1899 while Aston Villa was one of the original Football League founders and was formed in 1874.

Aston Villa’s Chief Executive, Paul Faulkner says: “We are delighted to be entering this partnership with a leading international brand such as Fiat. Not only will this relationship benefit our fans by providing them with special terms on vehicles, it is also part of our continuing plan to develop and strengthen key commercial partnerships off the field alongside a successful team on the pitch."

A new Fiat Punto Evo and Fiat Doblo, complete with unique livery, visited the home of Aston Villa, Villa Park, to celebrate the deal.