BENFIELD Sports International (BSI), rights holders of the FIM Speedway Grand Prix (SGP), today announced Fiat Commercial Vehicles (Fiat CV) as the new title sponsor for the FIM British Speedway Grand Prix.
The event, which is the third round of the series, will attract over 40,000 fans to the Millennium Stadium, Cardiff on 14 June, and will be officially known as the FIM Fiat Vans British Speedway Grand Prix. The title sponsorship is in addition to Fiat CV’s elite sponsorship agreement of the nine round world championship series.
Commenting on the deal, Paul Godden, Product Manager, Fiat Commercial Vehicles said: ‘The SGP Series is a great sporting spectacle for Fiat Commercial Vehicles to be associated with. Through our elite sponsorship agreement last year we realised the unique brand building benefits of using the SGP Series as a vehicle to increase awareness of Fiat Commercial Vehicles internationally.’
Godden explains: ‘Our portfolio of brands, which includes Fiat Ducato, Fiat Doblò Cargo, Fiat Scudo and Fiat Punto Van, fits perfectly with the SGP title sponsorship package as we can communicate the brands through a variety of means, including unique signage on all 24 bike fronts, additional track signage and logos on media back drops.
‘In addition, the hospitality and first class entertainment of the whole event is a great way for us to maintain, establish and enhance our relationships with our own customers, staff and trade press, as well as enjoy a great night out at Britain’s premier sporting venue.’
John Postlethwaite, Chief Executive, Benfield Sports International said:
‘It’s great news that Fiat Commercial Vehicles has extended its involvement to include the title sponsorship of our flagship event. Fiat has appreciated the unique benefits that the package brings from a brand building and media awareness point of view and we are looking forward to a great event.’
For further information please contact:
Nicola Sands, Media Manager, Benfield Sports International
Tel: +44 (0)207 578 7453 E-mail: nicola@benfieldsports.com