The Fiat Yamaha team is born
For the next two MotoGP World Championships, Fiat Automobiles SpA will be the new Title Sponsor of Yamaha, which, starting from this season, will be called the Fiat Yamaha Team. This is an original sponsorship deal which, for the first time, links the four-wheel and two-wheel worlds in the form of two brands which have played memorable roles in the history of racing and of the industry itself.
The setting-up of the Fiat Yamaha Team is an implementation of Fiat Automobiles SpA strategy, which is aimed at targeting a younger audience with innovative, accessible products, but also with appealing initiatives and high emotive impact. The Fiat Automobiles SpA sponsorship deal for the next two MotoGP seasons fits into this context, for the MotoGP championship attracts young racing fans like no other. Undisputed icon of the two-wheel circus is Valentino Rossi, who has carried the banner of a victorious Italy on international circuits in recent times.
So, as manufacturers of great cars and great bikes, endowed with enduring character and appeal, Fiat Automobiles SpA and Yamaha have created an innovative cooperation arrangement which abandons the confines of a sponsorship deal pure and
simple, to reach out to a broader platform of communication and advertising. A newlogo has been created consisting of the wording “team”, the Italian flag and the Fiat and Yamaha logos, as well as a series of liveries that will alternate on the two works bikes of Valentino Rossi and Colin Edwards. The identity of the two brands thus has an ideal position from which to develop a new graphic and chromatic language capable of relating directly to a dynamic, young public.
Operative worldwide, the sponsorship deal will enable Fiat Automobiles SpA to promote campaigns using the sporting image of the riders and that of the Fiat Yamaha Team technicians. In detail, the two works Yamaha bikes will carry the Fiat logo and the Italian flag on their side fairings, the windshield and the fuel tank. In addition, the two riders’ race suits as well as the clothing of staff and mechanics will be identified by Fiat insignia. Finally, the Fiat logo will be present in the official communications of the team and will be highlighted inside hospitality areas, the pits and on the trucks used for transporting bikes and materials.
The MotoGP World Championship comes to the UK this summer, when the series arrives at Donington Park on 24 June.
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