British Cycling Welcomes Fiat Deal

Fiat has 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 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," said Andrew Humberstone, managing director, Fiat Group Automobiles UK and Ireland.

"This new agreement 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, added: "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."

(PR/GK)