Continental has struck a commercial partnership with the organizers of cycling’s Giro d’Italia in a deal that will see the tire manufacturer become a top sponsor of next year’s edition.
The deal, struck with organizer RCS Sports, sees Continental become the official tire of Giro d’Italia, one of cycling’s three annual ‘grand tours,’ after previously sponsoring the event between 2018 and 2020.
It also becomes the jersey sponsor of the Giro-E, the e-bike equivalent race that runs alongside the main event and will provide a dedicated team to participate in the pedal-assisted race.
As a top-tier sponsor, Continental joins 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).
The deal comes as Giro d’Italia looks to shore up its sponsorship agreements. Earlier this year, RSC Sports extended its commercial partnership with Italian cycling clothing manufacturer Castelli until 2026 while it also renewed its partnership with Japanese automotive heavyweight Toyota until 2025.
Earlier this year, Banca Mediolanum became the longest-serving sponsor of the event after renewing its sponsorship agreement for another three years until 2025.
Meanwhile, Crédit Agricole Italia, an arm of the French bank, was named the title sponsor of all RCS Sport cycling classics until 2025, while Italian bike manufacturer Colnago signed a partnership with Giro d’Italia to be its official bike.
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 last year.
Also last year, international broadcast facilities provider EMG struck a three-year deal to provide live TV coverage for all cycling competitions organized by RCS Sports, including the Giro d’Italia.
Rai holds domestic free-to-air rights to next year’s event, which starts on May 4 in Venaria Reale and finishes on May 26 in Rome.
Italians can also follow the action on Eurosport, with the pan-European sports broadcaster offering coverage across Europe, except in France, in a deal that runs through 2025.