Fiat Takes Hot Seat at UCI BMX World Championships

By Community | May 14, 2012

Fiat has been announced as the official sponsor and vehicle supplier of the 2012 UCI BMX World Championships in Birmingham.  As part of the partnership, order the car manufacturer will supply and design the ‘hot seat’, ed which hosts the rider with the leading time during the time trial event on Friday, pharm 25 May.  As in other action sports such as Downhill Mountain biking and skiing, the Hot Seat is the place where the leading rider sits throughout the timed event until their time is either bettered by a competitor or they become world champion.

The event, which takes place at the National Indoor Arena, from 24-27 May, will attract more than 2,000 riders from across the world, including Olympic GB hopefuls Shanaze Reade and Liam Phillips, who will be gunning for world titles in their last major outings before the London 2012 Olympics. The event will also provide the final opportunity for elite athletes to secure points to count towards qualification to the Games.

Jonny Clay, Event Director for the UCI BMX World Championships said, “We’re delighted to have Fiat on board for the Championships. As a partner of British Cycling they have been a generous supporter of our major sports programme in recent years and we’re proud to have them involved once again for this event.”

“We are delighted to be supporting the UCI BMX World Championships,” says Elena Bernardelli, Marketing Director, Fiat Group Automobiles UK Ltd. “Fiat is already a big fan of cycle sports – we sponsor British Cycling – and the BMX discipline is among the most exciting of them all. I am sure the Birmingham event will be a great success.”

Opportunities for partners are still open across sponsorship, experiential and branding.   For further information contact Sam Orford at Generate Sponsorship on 0845 241 8111 or email

For further information on the UCI BMX World Championships or to buy tickets for the event go to