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March 5, 2007 · Posted by staffFerrari

That the contract was in the air, we knew for quite a while; that the signing would be presented with numerous logos and a new livery was an interesting surprise: Obviously I’m talking about the highly anticipated contract between the Yamaha of Valentino Rossi and Fiat, which will be, over the upcoming two seasons, the main sponsor of the M1s driven by Valentino and Colin Edwards. That a car manufacturer, as famous as Fiat, affiliates itself with one of the most potent manufacturers in the category international motorcycling, side by side with a certain Valentino Rossi, makes the whole thing really “explosive”. In fact I think that this is truly an incredibly important marketing concept: firstly, because it guarantees the brand Fiat huge media visibility of almost absolute value – I might even go as so far as to say unequalled in the world of sports – and secondly, because in this way the manufacturer from Turin assures itself the use of Valentino’s image, which will enable the brand to penetrate also this young target, which for Fiat is more and more important. Sure, the majority among you knows that I would have preferred an Italian trio – motorbike, sponsor and driver – but at the moment I’ll settle for this, while I wait for the season to kick off next Saturday; and let the race track decide who is the best one of the field. Let me assure you that we will see some massive spectacles, while we always hope that one of our fellow-countrymen in our home colours will win, although I am quite limited as far as the colour is concerned, because my bias for red dictates the decision for me….. And you, are you ready to enjoy the races?


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