Tire manufacturer Continental has extended its sponsorship agreement with cycling organizer RCS MediaGroup for the next three years.
After sponsoring RCS’ Giro d’Italia (one of cycling’s three annual ‘grand tours'), Giro-E, and the Classics last year, the new deal adds the Giro d’Italia Women, Giro Next Gen, and Giro d’Abruzzo.
Go deeper with GlobalData
The tire brand will once again sponsor the 2025 108th Giro d’Italia, taking place from May 9 to June 1, where Continental will once again serve as a top sponsor and official tyre.
Additionally, Continental will continue to support the BiciScuola educational project aimed at primary school children in provinces hosting RCS Sports & Events races. The initiative aims to introduce young people to cycling, promote sustainable mobility, and raise awareness of road safety, environmental respect, and traffic education.
Renzo Gonzalez, market manager of tires at Continental Italia, has said: "Continental recognizes the essential role of sports in everyone's life and is committed to being a reliable partner focused on enhancing the competitions we are part of.
“Our partnership with RCS Sports & Events is important as it allows us to help strengthen major cycling events that highlight core themes for us: safety, innovation, and sustainability"
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataPaolo Bellino, chief executive and general manager of RCS Sports & Events, added: "It is with great satisfaction that we announce the renewal of our partnership with Continental, a globally recognized brand, which has chosen to extend its support to our entire cycling platform.
“The renewal of this collaboration is a testament to the success of the work carried out together over the years, always guided by innovation and sustainability—values that distinguish both of our companies".
International sport and entertainment giant IMG holds exclusive global media rights for RCS Sports events including the Giro d’Italia until 2025 after the two extended their deal in 2022.
