Fiat Group Automobiles UK Ltd has teamed up with Five to launch its new Fiat 500 with the first-ever sponsorship of a terrestrial television channel.

Fiat Group Automobiles UK Ltd has teamed up with TV channel Five to launch its new Fiat 500 in the UK with the first-ever sponsorship of a terrestrial television channel.

The Fiat 500 will take a flight in a capsule on the British Airways London Eye on Monday January 21 as the highlight of a ticketed celebrity event featuring live bands, top presenters, and a fantastic light show.

Fiat’s exclusive sponsorship of Five, negotiated by Starcom Mediavest Plus, will include: A countdown clock appearing on Five every evening until launch at 8.00pm on January 21 – exactly 500 hours into 2008; Fiat branding on Five programme menus; The Fiat 500 featuring in channel idents prior to each programme from 8.00pm on January 21; The Fiat 500 featuring in flashes between every advert in every break from 8.00pm on January 21.

Fiat is planning to ‘make the country smile for the night’ on the evening, created and managed by Arc Worldwide. Fiat UK Marketing Director Elena Benardelli says: “We are delighted to agree this first-ever full sponsorship package of a terrestrial television channel with Five.”

Five Sales Director Kelly Williams says: “I’m thrilled that Five is at the forefront of this unique style of sponsorship, and that our partner in this ground-breaking deal is the high-profile FIAT brand.” The Fiat 500 has recently been voted Car of the Year 2008.