The deal will see FIAT gain significant presence on the TfL homepage which generates around 45m page impressions per year and is one of the largest travel websites in the UK. In a step change for TfL, new inventory has been created on its Congestion Charge for FIAT to promote its FIAT 500 which is exempt from the congestion charge and on the Cycling pages for the car brand to drive awareness of its sponsorship of British Cycling.