Bianchi Becomes Official Sponsor Of The Giro D’Italia
April 15, 2020
Bianchi’s iconic celeste and La Gazzetta dello Sport’s pink are now united in an exciting new international partnership. For three years starting from 2020, Bianchi will be the official sponsor and exclusive bike brand of the Giro d’Italia, the most famous and iconic Italian race on the international stage, organised by RCS Sport and La Gazzetta dello Sport.
The collaboration between Bianchi and RCS Sport springs from shared intents and a common vision, which aims at internationalising Italian excellence through sporting events like the Giro d’Italia. The race reaches more than 800 million people in more than 200 countries around the world.
The three-year agreement between Bianchi and RCS Sports also includes other important fixtures of the WorldTour calendar. Along with the Giro d’Italia, Bianchi is also Official Sponsor of the UAE Tour, the only WorldTour stage race held in the United Arab Emirates, Il Lombardia, ‘the race of the fallen leaves’ and one of cycling’s five Monuments, as well as the amateur sportive, the Gran Fondo Il Lombardia. In addition, from 2021 the partnership will be further enriched by a unique event in the picturesque Tuscan hills, Strade Bianche. As part of the agreement with RCS Sport, Bianchi will supply the bikes for the technical assistance service operated by Shimano.
The collaboration with Giro-E is another strategic asset for Bianchi. Bianchi is Official Partner of the event with Bianchi Lif-E, cycling’s very first electric intelligence mobility programme. Bianchi will supply the event with the Aria e-road carbon model.
Bianchi will also be official sponsor of the new-born Giro Virtual, taking place from April 18th until May 10th where professionals and amateurs will have the chance to ride the best stages of the Giro d’Italia 2020.
Salvatore Grimaldi (Bianchi Owner and Knight of Labour): “This partnership between Bianchi and the Giro is a dream come true. At this dramatic and important moment around the world, we felt the time was right to realise the partnership – because now more than ever, the people of Italy and those around the world need a reason to dream, a way of looking forward to the coming rebirth. It is a historic agreement between two big Italian names, both born in Milan and able to export the best of Italy through one of the most exciting and popular sports in the world, cycling”.
Fabrizio Scalzotto (Bianchi CEO): “We believe that the bicycle – used both for racing and non-competitively – will be fundamental to the resumption of normal life after Covid-19. The Giro is more than a bike race, it is a cultural phenomenon, it is a shared piece of human heritage. That’s why we have decided to announce our collaboration now, when Italy needs a reason to get back in the saddle.
Bianchi is a market-oriented company, and with this in mind we will adopt an innovative approach compared to traditional sponsorships. We are looking to develop activations and collaborative marketing projects to get even closer to our customers in Italy and all over the world, not only with our products, but also with our values of innovation and inspiration.
RCS Sport and La Gazzetta dello Sport’s events and communication platform will provide effective support in pursuing our strategy across the more than 60 countries worldwide where Bianchi is present.”
