Fiat SpA is hoping that its massive $48M sponsorship deal for the forthcoming Winter Olympics in Turin will give its lackluster image a boost.
Fiat is one of the main national sponsors at the Games, along with Telecom Italia. There are also "Worldwide Partners" including; Visa International, Coca Cola and McDonald, sponsoring an entire Olympic cycle of one Summer and one Winter Games.
Fiat's Olympic sponsorship consists largely of supplying cars (approximately 3,000)to the Olympic athletes, journalists and reporters.
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