Fiat: Aston Villa

If you're an Aston Villa season ticket holder, Fiat's sponsorship could actually save you money, since Fiat is giving special deals to Villa fans on Fiats and Alfa Romeos. It's small beer, though, compared to Fiat's sponsorship of Italian football giant Juventus - a deal that's worth £30 million and sees sister brand Jeep adorning the players' shirts. The tie-up is convenient: both Fiat and Juventus are controlled by the Agnelli family.