Fiat to Sponsor Mountain Bike World Cup

SLOUGH, UNITED KINGDOM – April 21, 2010: Further evidence of the success of Fiat Group Automobiles UK’s agreement as official car supplier to British Cycling can be seen this weekend (23-25 April) at the 2010 UCI Mountain Bike Cross-Country World Cup.

Taking place in Dalby Forest, North Yorkshire, the championship attracts some of the world’s best cross-country riders to test their skills on a challenging course watched by thousands of spectators and enthusiasts.

In keeping with the forestry conditions, Fiat will supply British Cycling with a selection of cars perfectly suited to the job, including Panda 4x4, Qubo Trekking and new Doblo models. In addition, the company will have a display of Fiat 500 city cars at the Dixon’s Hollow biking centre in the heart of the Forest.

“We said at the start of this agreement that we wanted to support all areas of cycling in the UK, and the mountain bike support shows how much we want to do that,” says Elena Bernardelli, marketing director, Fiat Group Automobiles UK and Ireland. “The event gives us a chance to showcase our range of vehicles to a wide, sports-minded audience, and is especially appropriate for our more rugged cars.”

“We are delighted that Fiat has chosen to venture into the mountain bike discipline and it shows just how far the sport has come in recent years,” says Jonny Clay, British Cycling’s Event Director. “Fiat's commitment to the environment supports our efforts to promote cycling as a sustainable form of transport, and this weekend we will be relying on some of its lowest-emitting vehicles in and around Dalby Forest.”