Fiat has signed a deal with Channel 4 to takeover headline sponsorship of its weekly unsigned music talent television show.
The programme was previously sponsored by mobile network Orange but is being relaunched as Evo Music Rooms in conjunction with Fiat’s Punto Evo model.
The new partnership will expose the Fiat brand to thousands of young and potentially new drivers.
The move works closley alongside Fiat being the sole provider of vehicles to driving school BSM with its 500, which is also exposing the brand to a young audience.
More than 1,500 music acts have applied to appear on Evo Music Rooms and from the top 10, the panel will select six hopefuls who will be whisked off to London for one-to-one mentoring, free studio time and the opportunity to perform live on the same bill signed artists.