The Football League has agreed a new Official Car Partnership with Fiat Chrysler Automobiles UK (FCA UK).
The new two-year deal kicks-off at this weekend's Sky Bet Play-Off Finals at Wembley Stadium, where Fiat will be an event partner with perimeter, centre circle and giant screen branding opportunities. Additionally, ten lucky fans will win pairs of tickets to each of the finals and have the chance to win a new Fiat 500X on the famous Wembley pitch in a free-to-enter online competition.
As part of the agreement, which begins in full next season, FCA UK will make an affinity scheme available to all 72 Football League Clubs with the aim of increasing awareness of FCA vehicles among thousands of potential customers through online campaigns, football ground activity and local dealer promotions.
Shaun Harvey, the Chief Executive of The Football League, said: "We are delighted to be entering into a partnership with a leading international brand such as Fiat Chrysler Automobiles. The company's range of vehicles will be attractive to every football fan in the country and it is very encouraging to see another high calibre company wanting to invest in our competitions, especially such a vibrant brand that promises to engage with The Football League fanbase".
Karl Howkins, Deputy Managing Director, FCA UK, said: "This is a fantastic opportunity for both Fiat Chrysler Automobiles UK and The Football League. We are enjoying considerable success with other football and sports cooperation and I am sure this latest partnership with The Football League will bring us similar results."
FCA UK is already a vehicle supplier to Premier League side Aston Villa, while its London-based dealership Motor Village is Official Car Partner with Championship club Fulham. However, this new partnership with The Football League marks a move into a broader spread of club football across England and Wales.