Continental Italia announces the agreement signed with RCS Sport for the sponsorship of the Giro d’Italia for the next three years.
The partnership sees Continental take on the role of Official Partner, which will guarantee the brand high levels of visibility nationwide, thanks to both territorial marketing activities and presence on the RCS’s various media channels.
“We are delighted to include such an important event as the Giro d’Italia in our calendar,” – states Alessandro De Martino, Managing Director of Continental Italia – “which will allow us to highlight the excellent quality of our bicycle tyres. As a group, we already have many years of experience in high level cycling competitions and we supply many teams on the professional world circuit. For us, this collaboration is particularly significant due to the importance it gives to many of the topics about which we feel most passionate; in particular, road safety. Continental invests heavily in research and development and produces innovative automotive technology and high quality tyres for all types of vehicles. Our roads are a complex ecosystem, which must provide safety for all users be they pedestrians, motorcyclists, or drivers of cars and trucks. Cyclists are part of this ecosystem and for this reason, we see the Giro as a fantastic opportunity to launch a road safety campaign, which contributes to Vision Zero, a future with zero fatalities, zero injuries and zero accidents.”
The partnership with the Giro – which takes place from the 4th to the 27th of May 2018 – is the latest addition to a number of high profile cycling sponsorships recently signed by the German manufacturer. Continental uses premium technology in all the tyres it develops and the competition cycling tyres are no exception. The passion and skill of professional cycling form the perfect setting to highlight the important role of the tyres in terms of both performance and safety for the athletes.
Continental’s presence in the Giro is part of a wider strategy that positions the brand at the forefront of professional cycling on an international level. Entry into the Giro completes the trio of the world’s most prestigious multi-stage races as the Group has previously announced partnerships with the Tour de France and the Vuelta a España.
Further to the partnership with RCS Sport, Continental will be the Official Tyre of the Giro, collaborating with Shimano to supply both bicycle and car tyres for the neutral technical assistance team.