Alfa Romeo Says "We're In" To Tv Dragon Peter Jones

SLOUGH, UNITED KINGDOM – June 7, 2011: Alfa Romeo has joined forces with Dragons’ Den star Peter Jones CBE, to support his charitable foundation and his personal mission to ignite entrepreneurship among Britain’s young people.

The Peter Jones Foundation, which is creating a nationwide network of Enterprise Academies to teach young people how to be the entrepreneurs of tomorrow, brings the boardroom into the classroom by mixing its students with real entrepreneurs and practical business challenges.

The ‘association’ between Peter and Alfa stretches back to the entrepreneur’s first car – a re-sprayed bright orange Alfasud. He explains: “That car was something special; it gave me something I’ll never forget, freedom. I was able to just drive and drive and I must have spent hundreds of pounds on petrol in those first few months, I think I probably even slept in it.”

Throughout 2011, the Italian manufacturer will actively participate in the fundraising goals of the serial entrepreneur, including a star-studded celebrity clay pigeon shoot in July.

Alfa will also support Peter’s drive to nurture entrepreneurship in Britain through his pioneering Enterprise Academy network and a business challenge event in the autumn.

Speaking of the tie-up, Damien Dally, Alfa Romeo head of brand explained: “Naturally, we’re looking forward to the months ahead and supporting the work of the Peter Jones Foundation. And it’s always great to work with someone who understands the appeal of owning an Alfa.”