The Giro d'Italia at the Sport Industry Talk

The seventh edition of the Sport Industry Talk, organized by the RCS Academy Business School, took place today in the heart of Milan, at Sala Buzzati inside the Corriere della Sera building. The talks dedicated to the Corsa Rosa and Giro-E, moderated by Corriere della Sera journalist Marco Bonarrigo, unfolded in two sessions that focused on the impact generated on local territories as well as on the fundamental values of sport — inclusion, education, health, and social responsibility — all increasingly central to sports investment and partnership strategies.

The first session, titled “Enhancing Territories and Businesses: Giro d’Italia and Giro-E”, featured contributions from Paolo Bellino, CEO and General Manager of RCS Sports & Events; Matteo Zoppas, President of ICE – the Italian Trade Agency; Daniele Nieri, Sports Director of Q36.5 Pro Cycling Team; and Sara Digiesi, CEO of BWH Hotels Italy & South-East Europe.

This was followed by the second talk, “Sport and Sustainability: Corporate Commitment”, with speakers including Fabrizio Manni, Head of Sponsorship and Events at Enel (Title Sponsor of Giro-E); Silvana Pezzoli, Deputy Vice President of Confindustria Moda and President of EMI; and Giuseppe Zuliani, Director of Communication and Customer Marketing at Conad.

A common thread between the two talks was the role of the Giro d’Italia, named in 2024 “Ambassador of Made in Italy in the World,” which increasingly serves as a driving force for promoting Italian excellence.

The Giro d’Italia continues to generate €2.1 billion in value across the territories that host it. This is the finding emerging from research conducted by Banca Ifis, which analyzed the impact of the Corsa Rosa on the regions it crosses. According to the results, the 2025 edition generated a social impact of €79 million — a significant figure resulting from the broad audience involved and the strong impetus for positive change fostered by the Giro. In fact, 71% of live spectators stated that watching the Giro positively affected their personal well-being — an audience of around 1.6 million people. Additionally, 23% of non-athletes reported they would begin exercising after the experience, while 57% of regular athletes said they would increase their training frequency. The social value produced corresponds to a value multiplier of 2.8x: meaning that for every euro invested in the event, nearly three euros were generated in social benefit.

Quotes

Matteo Zoppas, President of ICE Agency: “The Giro d’Italia and Giro-E today represent two extraordinary drivers for promoting Made in Italy, capable of bringing together sport, local territories, and production chains in a narrative that reaches the entire world every year. Thanks to these events, we can showcase in real time—while the race is taking place—the industrial districts and the regions it crosses, offering a form of promotion that is unique in both quality and reach. Our collaboration with the Giro also enables us to organize, for the international operators who come to Italy to attend the event, business-matching opportunities that directly connect global buyers with Italian companies, generating concrete opportunities for the internationalization of our SMEs. The figures confirm the effectiveness of this synergy: over €2 billion in total economic impact (as estimated by a Banca Ifis study), including €350 million linked to Made in Italy abroad, and television coverage reaching more than 750 million viewers across five continents through over two hundred broadcasters. A global showcase that allows us to present to the world not only the beauty of our country but also the excellence of our products and industrial districts, starting with those of the bicycle industry. The data also confirm the vitality of the sector: in 2024, the bike economy recorded exports worth €759 million (+2.3% compared to 2023), and in the first half of 2025 it had already reached €429 million (+6.5% over the same period of the previous year). A positive trend that encourages us to continue investing in this direction, strengthening the link between sport, innovation, and the international promotion of Made in Italy”.

Paolo Bellino, CEO and General Manager of RCS Sports & Events: “Giro d’Italia and Giro-E are two extraordinary platforms for exporting Made in Italy to the world and generating tangible value in the territories we cross. Each year, we see the social, economic, and cultural impact of the Corsa Rosa grow to the point that we can now say the Giro is an accelerator of well-being, development, and collective participation. These results are made possible thanks to collaboration with institutions, businesses, and all stakeholders who share our vision of sport. Continuing to invest in this direction means creating a positive legacy for the territories. This is the mission that guides us every day and that we will continue to pursue with commitment and responsibility”.

Sara Digiesi, CEO of BWH Hotels Italy & South-East Europe: “BWH Hotels’ presence at the Sport Industry Talk reflects a deep belief: sport and tourism are virtuously intertwined and together capable of generating immense value for local territories. Proud to be part of this broad ecosystem that strengthens sports culture, we are equally proud to contribute to the success and global promotion of sporting events that showcase our destinations — starting with the Giro d’Italia”.

Giuseppe Zuliani, Director of Communication and Customer Marketing at Conad: “We want to nurture the positive forces within the communities where Conad plays an important commercial role. This means that our goal is to distribute value across the territory, channeling it toward amateur sports associations, which are the heart of sporting activity—especially for young people. For us at Conad, sport embodies commitment, humility, team spirit, and the pleasure of being together. We want to promote a healthy lifestyle centered on well-being, helping to spread these important values throughout our Communities”.

Silvana Pezzoli, Deputy Vice President of Confindustria Moda, President of EMI: “The strength of Made in Italy lies in its supply chain: a network of expertise that begins with raw materials and leads to the finished product. Only by working as a team — creating synergies and sharing goals — can we grow as businesses, strengthen our sector, and contribute to the country’s development. Sustainability and respect for the territory must today be among the solid pillars on which industry is built. For us, as for Sitip, it has always been an integral part of our DNA, representing a strategic area where we continue to invest significantly”.

Daniele Nieri, Sports Director of Q36.5 Pro Cycling Team: “The Giro d’Italia is the biggest sporting event in Italy. It’s an event that enters homes and schools: the whole country turns pink, and those colors stay with you throughout your life, reminding you forever of the day the Giro passed right in front of your house. However, from that moment on, we struggle to make the most of this enthusiasm to encourage children to dream of one day being in that group themselves. The next big goal must be to bring children to try cycling — and to dream”.