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Marketing and Sponsorship

Fiat Increases Sponsorship Activities In German Market; Jeep Brand Will Make Debut

Italian car manufacturer Fiat "is increasing its sponsorship activities in the German market," according to Henning Eberhardt of SPONSORs. Fiat together with North German car dealership Olympic Auto "signed a partnership with Handball Bundesliga club THW Kiel." The cooperation, which will kick off with the start of the '15-16 season, "will run for two years and has an estimated low six-figure value." As part of the deal, Fiat will, for the first time, "use its Jeep brand in a sponsorship acitivity in Germany." The partnership includes LED signage as well as vehicles. Jeep replaces Audi as Kiel's car partner. Jeep's biggest int'l sponsorship deal is with Serie A side Juventus, where it is the club's shirt sponsor (SPONSORs, 6/17).

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