Car firm to sponsor this weekend's Bike World Cup

Fiat backs bikes

British Cycling’s official vehicle supplier – Fiat – has also signed up to sponsor the forthcoming 2010 UCI Mountain Bike Cross-Country World Cup.

The event takes place from Friday April 23rd to Sunday 25th.

Fiat will supply cars suited to the job, in keeping with forestry conditions. They include the Panda 4×4, Qubo Trekking and new Doblo models.

British Cycling’s event director Jonny Clay, said: “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.

“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.

Fiat Group Automobiles UK and Ireland’s marketing director, Elena Bernardelli, added: “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. 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.”

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