October 12 – France’s Ligue de Football Professionnel (LFP) has expanded its deal with Italian car maker Fiat to include the sponsorship of the LFP’s Ligue 1 Conforama and Domino’s Ligue 2. Fiat has been a partner of the BKT League Cup for the past two seasons.
The new one year deal will also see FIAT branding in the BKT League Cup logo on player jerseys. No value was given for the deal.
The Fiat Tipo is the official car of the BKT League Cup and has a branding package including pitchside panels as well as various digital and ticket activations.
The expansion to the LFP’s leagues will see a mainly digital activation package and the opportunity to offer match tickets.
Didier Quillot, Executive Director of the LFP, said: “We are delighted to continue our partnership with Fiat and extend it to two more of our competitions, Ligue 1 Conforama and Domino’s Ligue 2. The continuation of this partnership demonstrates attractiveness of our competitions and their ability to sustain agreements with major international brands.”
Stéphane Labous, Marketing Brand Director Communication Operations FCA and Marketing & Communication Director Fiat-Abarth: “Fiat is anchoring its presence in the most popular sport in France. This enhanced partnership will provide us with the opportunity to develop brand awareness and its products as well as deploy an important activation plan for a wide audience throughout France.”
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