British Cycling Chief Executive Ian Drake (top left) with Paolo Lo Monaco, Finance and Business Development Director of Fiat Automobiles UK. Middle and bottom photos: Olympic Champion Jason Kenny MBE, 2008 European Champion Hannah Mayho and Paralympic Champion Jody Cundy with the Fiats.

Fiat becomes 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 all 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 of 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. However with BMW, and its satellite MINI brand, being the exclusive car of the 2012 Olympic Games which take place in London it isn't clear yet whether the the Fiats will be able to be showcased at this most important of events for British Cycling.

"Everything about this partnership is right," believes Andrew Humberstone, managing director, Fiat Group Automobiles UK and Ireland. "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. 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."

Paolo Lo Monaco, finance and business development director, Fiat Group Automobiles UK and Ireland, adds: "Fiat fits well with what British Cycling is achieving in the UK - on the competitive track and off it - and we are delighted to be in partnership with them."

Ian Drake, CEO, British Cycling, comments: "Our partnership with Fiat builds upon British Cycling's strategy to create a family of commercial partners with a view to building a long term, sustainable future for the sport in the UK. 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."