This week saw the official signing of a three-year sponsorship agreement between Fiat S.p.A and Juventus Football Club S.p.A. which will allow the New Holland brand to appear on the shirts of the Juventus players for the first year of a sponsorship agreement that will run until 30th June 2010. New Holland Construction and New Holland Agricultural have combined the common elements of their respective brands for this specific sponsorship initiative. The logo which will appear on the Juventus shirts consists of the name New Holland and the leaf or tyre mark in dark blue against a yellow background bearing the name Fiat Group.

During the three years of the 33 million euro agreement, which was outlined when a memorandum of understanding was signed last month, Fiat will have full image rights from Juventus as well as seeing its logo appearing on all the club's teams clothing.

And so the two brands New Holland Agricultural and New Holland Construction together with Fiat Group have established the brand New Holland Fiat Group, which will be used solely and exclusively for all activities linked to the sponsorship of Juventus.
 
The New Holland Construction brand operates in the construction equipment business. It is a global, full-line construction equipment producer of a range of construction machines and is one of the leaders in its sector. It began working in this field in 1876, progressively bringing together into a single brand the heritage of history and experience of many other prestigious brands from which it originated. Its product offering includes 12 different machine families, 80 models and more than 600 possible configurations. 53% of its sales are from Europe, 36% from North America and 10% from Latin America. New Holland has 10 production plants throughout the world, over 700 dealers and more than 1,800 outlets.
 
The brand New Holland Agricultural also works in the agricultural machinery sector and boasts more than a hundred years of leadership throughout the world.
 

Its history began in 1885 in the United States, in a small town in Pennsylvania from which the company takes its name. In little over a century, New Holland has become the most global company in the agricultural sector. The brand combines the history of many of the brands which have shaped the history of agriculture itself. With a range which includes 20 product lines and 80 families, New Holland boasts the largest product offering in the sector. New Holland has 25 production plants in 14 countries and a network of more than 3,000 dealers throughout the world.

Jean-Claude Blanc, Juventus CEO, stated: "Today's signing seals a strategic agreement which we are proud of, and kicks off the new Juventus marketing strategies. The Fiat Group will be a key partner in our future: the way its management succeeded in creating new momentum for the Group brands is an example that we set ourselves and will inspire our work."

Sergio Marchionne, Fiat CEO, said: "The agreement signed today is part of a strategy of strengthening and enhancing all of our Group's brands, a strategy we are pursuing through sports sponsorships at the highest level, such as that of Juventus. We are convinced that this agreement will offer New Holland great visibility and allow us to get millions of people acquainted with a world leader brand in terms of quality and technology in the field of agricultural and construction equipment."