Fiat Group Automobiles UK has signed another high profile fleet tie-up. this time with The Football Association. The agreement, which comes in the year of the 2010 FIFA World Cup, signifies a hat-trick of big deals for the Group – following Fiat’s recent announcement of a partnership with British Cycling, and just seven months after the manufacturer linked up with the BSM driving school.

The exclusive deal with The FA runs through to 2014 and means that Fiat will become an Official Supplier to both England and to Wembley Stadium, the home of the National team. Fiat Group will also have promotional marketing rights at Wembley Stadium for England home internationals and will make available to The FA a series of cars including the Fiat Bravo.

“To coin an old football saying, we’re over the moon with this deal,” says Andrew Humberstone, managing director Fiat Group Automobiles UK and Ireland. “Our objective has been to increase brand awareness of our cars and clearly, with such a huge following of football in this country, the agreement will do that. If it helps us to introduce Fiat Group cars to even a small percentage of those millions of football fans, we would be delighted – that’s certainly our goal.”

“Re-entering the user-chooser fleet market is at the forefront of our strategy,” adds Paolo Lo Monaco, finance and business development director, Fiat Group Automobiles UK and Ireland. “This excellent agreement will also help us in that area by increasing brand image and awareness of the Fiat product range. Fiat teaming up with England is an example of another great Italian getting behind the football team!”

Head of Business Development at The FA, Sean McAuliffe says: “The FA is delighted to have agreed this deal that not only partners Fiat with both England and Wembley for the next four years, but also facilitates the continuing great work of our nationwide coaching programme.”