RCS Sport, the owner and operator of the Giro d’Italia cycling tour, has announced a new partnership with Danish roof windows brand Velux to sponsor four of the major cycling races it owns.
Velux will sponsor the 2024 Giro d’Italia, one of cycling’s three 'grand tours', as well as the Giro d’Italia Women, the Il Lombardia, and Strade Bianche UCI World Tour events.
Go deeper with GlobalData
The partnership will be inaugurated on March 2 with the 2024 Strade Bianche, to be held in Tuscany, Italy, while the remaining events will follow through the remainder of the year.
Velux senior manager of experience marketing Anton Kragh Lauritzen stated: “Partnering with RSC Sports & Events means we can offer value-adding events to Velux partners, customers, and employees throughout this year.
“This [partnership] will enhance Velux brand recognition and allow us to get even closer to our customers and business partners.”
All four events are to be staged in Italy, where Velux does operate, with Il Lombardia taking place across the Lombardy region, the Strade Bianche in Tuscany, while the men’s and women’s will take differing routes across the country due to the multi-day nature of the events.
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 GlobalDataRSC Sport chief revenue officer Matteo Mursia added: “Our races not only represent the history of Italian cycling but are an important showcase for major world-class brands. The agreement with Velux is totally in line with our goals and strategies, which are not only focused on sporting events but also on growing the brand. We want to expand the boundaries even further and increase our international popularity.”
Other commercial partners for the 2024 edition of the Giro include top sponsor tire brand Continental, which agreed to become the competition’s official tire partner in December 2023, having previously sponsored it in 2018-20.
Italian bank Banca Mediolanum, energy company Enel (sponsor of the leader’s pink jersey), the Italian Trade Commission (sponsor of the purple points jersey), and clothing brand Intimissimi Uomo (sponsor of the white jersey for the best young rider), are among the competition’s other headline sponsors.
