Fiat Signs 3-Year Deal with British Cycling

Fiat UK announced it has signed a three-year agreement with British Cycling, including the Great Britain Cycling and Para-Cycling Teams, becoming their official car supplier. Members of the British Cycling will therefore make use of the Fiat Bravo, Punto Evo and the 500 city car for transporting the staff of the Road, Track, Mountain Biking, BMX, Cycle Speedway and Cycle Cross disciplines.

"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,” Andrew Humberstone, managing director at Fiat Group Automobiles UK and Ireland, said in a release.

"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," he added.

This partnership benefits both sides, though some skeptical minds would question an Italian brand as official vehicle of the British team. However, aside from the environmental aspects of this partnership, British Cycling CEO Ian Drake says Fiat vehicles comply with the teams’ needs.

"As well as producing vehicles well suited to our diverse needs,” explained Ian Drake, CEO, British Cycling, “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."