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Cycle brand Bianchi backs Giro d’Italia with three-year deal

(Photo by Luca Bettini-Pool/Getty Images)

Italian cycle brand Bianchi will be the official sponsor and exclusive bicycle of the Giro d’Italia for three years from 2020 to 2022.

This year’s Giro d’Italia has been postponed from its original slot in May to a new date in October. The race is organised by the sport and media company RCS Sport and the Milan-based daily La Gazzetta dello Sport.

The agreement includes sponsorship of the UAE Tour, the Tour of Lombardy, and, from 2021, Strade Bianche – a road race based in Tuscany – along with two spin-off events associated with the Giro d’Italia.

Bianchi will invest in the Giro-E – a cycle tourism event using electrically-assisted bikes organised by RCS Sport during the Giro d’Italia – as an official supplier of its Aria carbon e-road model.

It will also sponsor the Giro Virtual project, which allows professional and amateur athletes to try out the most dramatic stages of the Giro online from April 18 to May 10.

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Fabrizio Scalzotto, chief executive of Bianchi, believes that cycling will play an important role in the country’s recovery when the Covid-19 crisis come to an end.

He said: “The Giro d’Italia is a cultural rather than a sporting phenomenon and that is why we have decided to support this great event that is a world heritage site, and to launch this collaboration just when Italy needs to get back on the saddle.

“Bianchi is a strongly market-oriented company and it is on these assumptions that our approach represents a change compared to traditional sponsorships. In fact, we foresee activations and co-marketing projects designed to be closer to the consumer in Italy and in the world, not only through our products but also with our values ​​of innovation and inspiration.

“The events and communication platform of RCS Sport and Gazzetta dello Sport will guarantee us effective support in pursuing our strategy in over 60 countries in the world where Bianchi is present.”

To showcase the new agreement Bianchi has launched a special version of its Aria model called Bianco Italia, which includes the Italian tricolor on the frame. The new Aria is available in the official Bianchi e-store from April 15 to May 10, 2015.