Continental Becomes Official Partner of The Giro D’Italia
Continental Italia has announced 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 – “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.”
De Martino continues, “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.”
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’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.