The cars will be awarded to four athletes who, in the last year, have displayed the most "Passion, Performance and Pride", the three core values Alfa Romeo claim are at the heart of their brand. 
 
There are currently over 100 athletes on the WCPP.
 
Alfa Romeo has been the ‘Official Car Supplier to UKA’ since 2006 and provides a fleet of vehicles to the organisation's coaches, staff and athletes, as well as a financial contribution to help support the UK Athletics programme.

To date, Alfa Romeo has been incentivising and rewarding athletes for their performance at major championships, awarding cars to medalists at both the 2008 Beijing Olympic Games and at the 2009 World Championships in Berlin.

Current ambassadors include: Lisa Dobriskey, Phillips Idowu, Germaine Mason, Jenny Meadows, Kelly Sotherton and David Weir.

Brand Communications Manager at Alfa Romeo UK, Damien Dally said: "As Alfa Romeo celebrates its 100-year anniversary, athletics continues to provide an ideal platform to communicate our core values of ‘Passion, Performance and Pride’.

"We hope this new scheme will motivate athletes, who have perhaps not yet reached their peak, but are on course to realise their Olympic dream, be it in 2012 or 2016 or beyond."
 
Lisa Matthews, the commercial manager at UK Athletics, said: "We are very grateful to Alfa Romeo for their ongoing commitment to UK Athletics.

"The opportunity to win a car is a terrific incentive to athletes, who despite their dedication and determination, are not always rewarded or recognised in the same way as other sports.

"We’ll be looking for athletes who not only continue to show commitment on the Performance Programme but who will also rise to the challenge as representatives of Alfa and UKA."


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