The Football Association has agreed a four-year sponsorship deal with the Fiat Group, who will be become an official supplier to the organisation and Wembley Stadium.
Financial details were not released but the deal is likely to be of similar value to the one the FA recently signed with McDonald's, which earns them an annual £3m. As a part of the deal the car manufacturer will also be granted marketing rights for England home internationals.
Andrew Humberstone, managing director of Fiat Group Automobiles UK and Ireland, said: "To coin an old football saying, we're over the moon with this deal. Our objective has been to increase brand awareness of our cars and clearly, with such as huge following of football in this country, the agreement will do that. If it helps us to introduce Fiat Group cars to even a small percentage of those millions of football fans, we would be delighted – that’s certainly our goal."
Head of business development at the FA, Sean McAuliffe, said: "The FA is delighted to have agreed this deal that not only partners Fiat with both England and Wembley for the next four years, but also facilitates the continuing great work of our nationwide coaching programme."