Rolls Royce and MTV to fight HIV and AIDS

Rolls Royce and MTV have become unlikely partners - teaming up to raise $25,000 for the Staying Alive Foundation - a global organisation set up to help prevent the spread of HIV and AIDS.

Rolls-Royce provided a new Phantom for last year´s MTV European Music Awards in Lisbon and invited artists to sign their names on the back seat. By the end of the event over 20 major celebrities including Chris Martin, Foo Fighters, Jenson Button, Luis Figo, Sean Paul, Chemical Brothers, Brittany Murphy, Craig David and the Black Eyed Peas had signed.

The seat was then taken from the Phantom and turned into a covetable sofa by Nick Gutfreund, a UK furniture designer and maker destined for greatness. It was bought by Hard Rock for $25,000 and the proceeds of the sale were donated by Rolls-Royce to the Staying Alive Foundation. The cheque was handed over during Hard Rocks 35th birthday celebrations in London.

Rolls-Royce Motor Cars Chairman and Chief Executive, Ian Robertson, said, "We are delighted to have been involved with MTV and Hard Rock on such an innovative project, and one that has raised a considerable sum of money to assist Staying Alive in their continued efforts to prevent the spread of HIV and AIDS."

Bill Roedy, President of MTV Networks International and chair of the Staying Alive Foundation, said: "Business collaboration is vital in the battle against HIV and AIDS. This money will go to supporting grass roots education and prevention projects and we are grateful to Rolls-Royce and Hard Rock for making this possible."

"This one-of-a-kind piece from MTV and Rolls-Royce is a unique addition to our iconic memorabilia collection," said Hamish Dodds, President and CEO, Hard Rock International. "MTV has played an incredible role in HIV prevention and we at Hard Rock are proud of the role we continue to play in promoting pop culture, and keeping audiences aware and engaged in important causes throughout the world."