Fiat nets another sporting partner

Fiat Group Automobiles has bounced into the New Year with the announcement of a new sporting partner – the All England Netball Association.

The agreement makes Fiat the title sponsor of the Fiat International Netball Series between 15-19 January, culminating in the final match at the O2 Arena in London. This is the latest in a number of high-profile sports tie-ins for the Italian car manufacturer. Other partnerships include British Cycling and Aston Villa FC.

Fiat will also become the title sponsor of the Fiat Netball Superleague, the highest-level UK league, which attracts huge interest and major TV coverage. The league starts on 22 January, with coverage on Thursday evenings throughout the season, and culminates with the Grand Final on 9 June.

“Netball is a female-dominant sport which crosses a wide variety of age groups, so we think much of the Fiat range will fit perfectly with the sport’s fans, such as the Fiat 500 and Panda,”  says Paolo Lo Monaco, finance and business development director, Fiat Group Automobiles UK and Ireland. “And the larger Fiat Qubo and Doblo models are excellent choices for carrying teams of netball players to matches.”

“On top of significant cross-marketing opportunities, this partnership will offer us major exposure into a UK-wide market – there are currently 75,000 affiliated netballers in England with many more in equivalent governing bodies in Scotland and Wales. That’s a huge potential customer database.”

“We are delighted to be entering into this partnership with Fiat,” adds Joanna Adams, head of marketing, commercial and events, All England Netball Association. “The alliance will benefit netballers and fans across the UK with valuable support and the opportunity to take advantage of offers made available by this global automotive brand. It will also secure netball’s place in the commercial sporting environment.”