Ligue de Football Professionnel (LFP), the organising body of major professional football leagues and tournaments in France, have extended their partnership with Italian car brand Fiat by one season.
Fiat has served as an official partner and the official vehicle of the Coupe de la Ligue through its Tipo model for the 2016-17 season and the 2017-18 campaign.
The new deal for 2018-19 now expands the partnership to include to Ligue 1 and Ligue 2, the top two divisions of French club football.
For this season, Fiat will also benefit from visibility on players’ jerseys in Coupe de la Ligue matches for the first time. Fiat will also be able to implement digital activations across the knockout tournament, as well as Ligue 1 and Ligue 2.
Stéphane Labous, director of brand marketing, communication and operations at Fiat Chrysler Automobiles and director of marketing and communications at Fiat-Abarth, said, “By becoming a major partner of the Coupe de la Ligue and official car of Ligue 1 Conforama and Domino’s Ligue 2, 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 Fiat’s products as well as deploy an important activation plan for a wide audience throughout France.”
Last month, Indian tyre brand BKT Tyres (Balkrishna Industries Limited) struck a deal a deal with LFP to acquire the title rights of Coupe de La Ligue, a premier French League Cup knockout cup competition.