UPDATE 2-Exor says looking at Intesa SP's Fideuram

* Agnelli holding co to make 'evaluation of interest'

* Intesa confirms talks without specifying counterparties

* Says looking at non-core asset deals to bolster capital

(Adds Intesa Sanpaolo statement, updates shares)

By Ian Simpson

MILAN, Sept 11 (Reuters) - Exor SpA, the holding company for Italy's Agnelli family, is interested in Banca Fideuram, the asset management unit of Italy's biggest retail bank Intesa Sanpaolo SpA (ISP.MI).

An Exor spokesman on Friday confirmed newspaper reports of Exor's (EXOR_p.MI) interest, with MF daily saying Fideuram was valued at 3.8 billion euros ($5.55 billion).

Intesa Sanpaolo is looking to sell Fideuram under a programme to shed about 10 billion euros in non-core assets and bolster capital ratios.

Fideuram "is an item like any other and Exor will make its evaluation of interest", the spokesman said. "Right now, there is nothing to add."

MF said Exor could be joined by two private equity funds -- one of them Apax Partners -- to buy 80 percent of Fideuram. Intesa Sanpaolo would contribute 500 million euros in financing, it said. Apax declined to comment.

Intesa Sanpaolo said in a statement it was looking to bolster capital ratios through "actions ... on non-core assets, including Banca Fideuram," adding this could be "disposal, partnership or listing."

It added that preliminary contacts were underway but did not specify any parties.

Intesa Sanpaolo, Italy's number-two bank by market value, has lined up up to 4 billion euros in state aid to boost its capital ratios, though Chief Executive Corrado Passera said last week that the bank could seek alternatives.

Intesa Sanpaolo's board is set to decide this month on whether to go ahead with tapping state aid.

"This will be the dominant theme for the next two weeks -- the sale of Fideuram and the board meeting at the end of the month to give an answer" (on state help), a trader said.

Shares in Intesa Sanpaolo were up 2.44 percent at 3.0425 euros at 1506 GMT, rising more than three times faster than the DJ Stoxx banks index .SX7P.

Exor's holdings include 30 percent of automaker Fiat SpA (FIA.MI).

(Additional reporting by Francesco Segoni and Marina Ciaramidaro; Editing by Rupert Winchester, John Stonestreet)

(Reporting by Ian Simpson) ($1=.6847 Euro)