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HiPRO rewards tenacity by sponsoring the Red Number for combativity


HiPRO, a Danone Group brand specialising in the production of high-protein foods, which has always been at the side of sportsmen and women, has confirmed its sponsorship of the 107th edition of the Giro d’Italia.

This partnership confirms HiPRO’s mission to always be at the side of sportsmen and women with high-protein products, which are key to muscle recovery in athletes, choosing to be at the forefront of a unique event that has its roots in the Italian sporting tradition and that will cross the country from Venaria Reale to Rome this year, for a total of 3,400.8 km. Not just a sporting event, but also a true media showcase, a unique opportunity to portray Italy through the emotions of cycling.

The synergy between HiPRO and the Giro d’Italia has strengthened over the years thanks to the Fighting Spirit Prize represented by the Red Number. A unique award that will be presented at the end of each stage to the athlete who has exhibited the greatest strength, tenacity and positive spirit, rewarding those who pedal relentlessly to cross the finish line regardless of their position in the rankings. An important change of perspective that reverses traditional patterns: the HiPRO Red Number recognises the value of those who do not give up and grit their teeth, thus becoming role models of tenacity and determination.

The most combative rider will be announced at the end of each stage, based on the vote of spectators and fans, who may express themselves directly by visiting the landing page on the website and voting for the one who never gave up and gritted his teeth, giving his opponents a hard time. Every morning on the signature podium, the most voted rider will receive the HiPRO Red Number, and he will be placed together with the four leaders’ jerseys, in the front row, at the start of the stage.

In addition, this year as well for the second consecutive time, the last stage of the Giro d’Italia scheduled for 26 May will be held in the marvellous setting of Rome: here HiPRO will award the final prize dedicated to the most combative rider of the entire competition. In addition to the plaque declaring the winner of the Fighting Spirit Prize, the athlete and his team will be rewarded with 3,400.8 grams of HiPRO protein corresponding to 1 gram per km covered: a symbol of the brand’s support for the athletes and the progress they demonstrated over 21 days of racing.

Jordi Guitart Clermont, Marketing Director of Danone Italy and Greece: “Once again this year we want to value the commitment of the riders in every single stage with the Red Number sponsored by HiPRO, a new award that is perfectly in line with our goal: rewarding the effort and desire of the athletes to cross the finish line at any cost. And this is because progress does not necessarily mean being on the podium. True progress lies in the growth of the athlete, in the improvement of his results and in his willpower. There is nothing more motivating than witnessing progress. HiPRO is an ally of athletes in this, feeding their strength day after day so that they can improve and progress more and more”.

Matteo Mursia, Chief Revenue Officer of RCS Sport: “We are very pleased because for the second year in a row Danone will be part of the Giro d’Italia family with a starring role, through the HiPRO brand. Over the years, the Combativity Prize has become one of the most coveted awards because it gives so much prominence to the riders, as it is chosen through public vote. Once again this year, the fans will be choosing the winner on a daily basis, confirming that cycling has always been a sport in which results are not the only thing that matters, but also individual exploits count. Having an award that puts courage at the forefront will further encourage the riders to attack fearlessly and to fight for this special prize as well”.

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