Continental confirms itself as Top Sponsor and Official Tire of the Giro d’Italia Women

Nine stages, a total of almost 1,200 km and over 12,000 meters of overall difference in altitude, through 6 regions (Emilia-Romagna, Veneto, Friuli Venezia Giulia, Trentino Alto-Adige, Lombardy and Piedmont) for a technical and exciting route, which will see the unprecedented ascent of Colle delle Finestre, combined with Sestriere, and in which the reigning champion Elisa Longo Borghini will try to defend the title she won in the last two editions.

“Last year the final victory was decided in the last kilometer of the last stage, demonstrating how competitive and exciting this event is. It is an event that is constantly growing in interest and, consequently, the return in terms of investment is growing, also thanks to guaranteed television coverage worldwide – declares Giorgio Cattaneo, Communications Manager of Continental Italia -. Cycling is a popular sport, capable of uniting and attracting millions of enthusiasts and curious people to the streets and in front of the screens. The Giro d’Italia Women brings us allows us to further broaden our boundaries, intercepting an increasingly larger and more attentive female audience. In this context we can communicate the values of the brand in a direct and effective way, going beyond the canonical channels to deal with issues that are deeply close to our hearts and on which we work assiduously, such as inclusiveness and respect”.

Pink cycling is in a phase of strong sporting and media expansion and Continental’s choice to support it responds to a precise value and strategic vision, linked to the growth of the movement and the ever-increasing importance of the female public within the brand’s target audience.

The presence at the Giro d’Italia Women is just one piece of Continental’s broader and more structured positioning in the bike world. The collaboration with RCS Sports & Events, confirmed until 2027, also extends to the other major events on the Italian cycling calendar: from the Giro d’Italia, through the Giro-E and the Giro Next Gen, up to the great “Classics” and the educational project BiciScuola, the initiative dedicated to raising awareness among the new generations on road safety issues.