🎙️ LIVE | Giro d’Italia: between economic impact and social wellbeing

Giro d'Italia

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Follow the talk “Giro d’Italia: between economic impact and social wellbeing” live from Il Festival dello Sport in Trento.
Discover how the 2025 Giro d’Italia has generated value - driving economic growth while fostering social wellbeing.
An unmissable discussion to experience firsthand the impact of the Corsa Rosa well beyond sport.

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00:02:00Tic-tac, tic-tac, tic-tac

00:02:03Cos'è going up a break

00:02:21Interimension flags

00:02:24Got to stand up to be counted

00:02:28Tic-tac, tic-tac, tic-tac

00:02:31Tic-tac, tic-tac

00:02:45Grazie a tutti.

00:03:15Grazie a tutti.

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00:08:25Grazie a tutti.

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00:09:07Grazie a tutti.

00:09:09Grazie a tutti.

00:09:11Grazie a tutti.

00:09:13Grazie a tutti.

00:09:15Grazie a tutti.

00:09:17Grazie a tutti.

00:09:45Grazie, signor Cairo, perché ha iniziato a descrivere la vita dell'iceberg di cui fa veramente giuro d'Italia per spostazioni.

00:10:15Silvia Marrara from the Farnesina in terms of sports diplomacy, the Director General of the Promotion of the Country System.

00:10:23What do we do?

00:10:25We take care of the narrative of Made in Italy and business matching, so having those who produce and those who sell meat.

00:10:38So the Giro d'Italia is a great candidate to carry out our task as well.

00:10:43Let me thank Paolo Bellini, who has an exceptional team with the Giro d'Italia, how with Urbano Caro they managed to seize the opportunity that are win-win, both for us and you.

00:10:57This is really a sound box across the world about the Giro d'Italia.

00:11:02Urbano Caro just mentioned a few places where Giro d'Italia races through.

00:11:07But when you talk about Giro d'Italia across the world, you reach many countries, 800 million spectators or audience.

00:11:17If I had to pay for the same amount of promotion, it would be an exorbitant cost.

00:11:24So we benefit, I'm sure that Urbano, Cara and RCS want to increase the price, but we benefit to this situation for our country, for Made in Italy.

00:11:35And we showcase bike economy, half a billion euros of bike in terms of exports, we showcase the supply chain, 624 billion euros in terms of industrial supply chain abroad.

00:12:02It's one-third of the GDP.

00:12:05The more exports increase, the more the Italian economy increases.

00:12:10So I think that – and you must agree with me, Paolo – since the Giro d'Italia runs across the entire country, touching on the most important places in every region,

00:12:24as it's industrial and craftsmanship, excellency, the fashion districts, the one districts, the show districts, which is worth 23 billion euros.

00:12:40So part of the agreement with Giro d'Italia is that as the Giro d'Italia touching on 320 million people across the world, the speakers are talking about our country, our regions, our districts, our excellencies,

00:12:59because Italy is the leader in many districts, in many manufacturing departments.

00:13:06Then what happens? I'll be brief. When there is a Giro d'Italia in Italy, all those that are involved and interested in the purchases of bicycles, they come and attend the Giro d'Italia.

00:13:24And they are the distributors, the importers, the journalists, that we need them abroad to promote and sell our products.

00:13:34What do we do? A business forum. Our clients are here. We have them meet with the manufacturers.

00:13:43We need to introduce to one another two worlds that need to find some business. They start to talk. It's like a fair, a trade fair.

00:13:54So a meeting between the manufacturers and the purchasers. 800 million audience. A situation where all the main players are already in Italy to attend the Giro d'Italia.

00:14:12As a company, I'm just mentioning Pinarello Bianchi, all our Italian excellencies in the industry supply chain. I don't mention everyone, but as well as Castelli and so on and so forth.

00:14:30How much would it cost to bring them and have them meet with their potential purchasers? It's a huge value. I think it's a very important agreement that has an important impact.

00:14:50And out of the 2 billion 100, we have Banca Ifis just made an estimation. Out of them, there is not so much in terms of made in Italy, of bike economy,

00:15:08worthing about 350 million, worthing about 350 million. I think this is a very important time that the government supports, because it recognises the value of the returns of investment.

00:15:25È un win-win-win-win situazione, quindi spero che questo tipo di situazioni, Silvia, possano essere anche in grado di casa in Italia e per l'Italia, per l'Italia, per l'Italia e per l'Italia, per l'Italia e per l'Italia in generale.

00:15:49Grazie, Presidente Zoppas. A proposito dei governi, abbiamo un video del Vicepresidente del Consiglio di Stato e delle operazioni in Italia, Toglione Taglione.

00:15:59È molto vicino a teoria di fare, e molto vicino a teoria di saluto per questo nuovo importante puntamento dedicato a Giro di Italia.

00:16:09I'd like to greet Urbano Cairo, Presidente of RCS, and his CEO Paolo Bellino, as well as the President of ITA, Matteo Zoppa.

00:16:17I would like to extend a special greeting to two outstanding champions, Fondri e Sennizzo.

00:16:23Last year, I designated, I appointed the Giro as the ambassador of Italian sports in the world,

00:16:29because the Giro is the story of our country and the expression of our values and the celebration of all the best that Italy has to offer.

00:16:36For this reason, I was proud to present the Giro d'Italia in April at the Italian Pavillon at the Oseca Expo,

00:16:42an extraordinary showcase for our country worldwide.

00:16:46The sports sector is a major driver of development and growth, worth almost 25 billion euros, or 1.4% of our GDP.

00:16:58Our exports of sports goods are worth almost 5 billion euros,

00:17:03figures worthy of a large industry and a source of pride for Italian manufacturing.

00:17:07The winning companies are Italians, from components to nutrition, from clothing to shoes.

00:17:13Italian companies represent the best in terms of technology in the global market, without forgetting particularly at this time.

00:17:19The sport has always been synonymous with these.

00:17:22This was the meaning of the Olympic truce, to stop conflicts during competitions.

00:17:27At a time when we are watching with caution, but also with great hope for an end to the conflict in Gaza,

00:17:34the Italian government, in view of the Milanko-China Olympics, has presented a project to the United Nations,

00:17:40calling for an Olympic truce in all conflicts around the world, in the Middle East to Ukraine.

00:17:47And as Pope Leo XIV said, we must never abandon hope for peace.

00:17:54This is the value of sport. This is true for Giro d'Italia.

00:17:58We must always know that you can always count on me and the government.

00:18:02Thank you.

00:18:04Let me, if I may, let me thank the province of Trento, Dr. Pogatti, the president of the province,

00:18:16because it's a reference point. We are also looking forward to Trento, given the champions that you have produced as made in Italy in Trento.

00:18:31We are really proud about that. Thank you again, Trento and the province.

00:18:36Thank you, Urbano Caro and Matteo Zoppas. It's time for the figures and the research studies.

00:18:42Let me call on stage Carmelo Carabotti, head of strategy marketing and research department Banca Ifis,

00:18:48and Paolo Malenghetti, scientific advisor at the University of Bergamo, that will talk about research they carry out with Banca Ifis and MOST,

00:19:00National Centre for Sustainable Mobility. Carmelo, you've already been mentioned, a few data have already came out.

00:19:08Cooperation between Giro d'Italia and Banca Ifis dates back to 2024, when data 2 million at the Festival of Trenta were announced.

00:19:22The research study explained how the Giro has such a great economic impact. What about the up-to-date data concerning the Corsa Rosa?

00:19:36Well, let me make a nice context. This is really a nice moment. It's part of a cooperation we started two years ago.

00:19:48The economic impact of such an event, sports event, on a country has never been calculated. Why am I so emotional?

00:20:00Because we opened up our view to the economic impact. We added the social impact, the promotion of the country's system.

00:20:12We talked specifically in terms of economic impact. We started off with a worldwide web survey.

00:20:24And we traced this review on the web, teasing the data from 2023 to 2025.

00:20:36Look, the figures are constantly growing. Why did we do it?

00:20:40Because in the end, the values that are created by events on the regions is not accidental, but they are determined by the level of interest that the event is generating.

00:20:54These figures, these operations on the web, this level of interest shows that Giro d'Italia is constantly growing.

00:21:02What has this total growth produced worldwide? It has produced, and we see it in the next, an increase of spectators constant compared to 2024.

00:21:18When compared to 2024, the growth of economic impact on the areas crossed by the Giro d'Italia.

00:21:27So, in terms, look, an important growth that brought this value beyond 2.3 billion.

00:21:38It's a growth in interest as well as a desire to experience.

00:21:45What do you mean by that?

00:21:47President Zoppa said this important showcase is Italy seen through the Giro d'Italia.

00:21:55It's a showcase creating attractiveness and also positive experience in the attendees' spectators.

00:22:04Now, in this term, in this respect, the study you carried out this year in terms of social impact of the Giro d'Italia that can be actually measured in economic values.

00:22:17What does the research show?

00:22:20Well, this is the most interesting part of our research, as President Carlos said, because we didn't face casual effects.

00:22:32RCS has been working on the Giro with Nativa that is specialized in regeneration by setting goals of both environmental and social goals.

00:22:46We measured two out of five that impact people's well-being and education and engagement.

00:22:53How did we do it?

00:22:55With the impact social measurement model that we've been developing with a spin-off, the Polytechnic of Milan, in a scientific manner, by measuring the impact of these two dimensions on the spectators.

00:23:11What did we notice?

00:23:14Quite 1.6 million people, that is 71% of the respondents, said that their well-being after experiencing the Giro d'Italia has increased.

00:23:33So, one of the goals has been reached.

00:23:38The second is education and engagement.

00:23:40How did we measure it?

00:23:42We measured it through the impact on the spectators, those that are attracted by the Giro d'Italia, in terms of their sports practice.

00:23:56Why education?

00:23:57In Italy, many people are sedentary.

00:24:00Our challenges, we started from Ambrosetti, that out of 6.5 billion, the economic cost of being sedentary, both in terms of health expenses, as well as the decrease in productivity, by having health issues.

00:24:21It's significant that the Giro d'Italia has a goal improving or having to try to have an educational impact.

00:24:32In this page, you can see that the positive impact is actually there, both in terms of those who didn't practice sport, not so many.

00:24:42I mean, 72% of the spectators are already sport addicted, so to speak.

00:24:49So, we worked anyhow on that 37% who did not practice any sport.

00:24:57They responded that the Giro d'Italia had an educational impact and they started to practice some sport.

00:25:08But those who already were sport addicted will intensify their activity, not only in terms of the sport they practice already, but also in terms of new sports.

00:25:20However, first of all, an impact on people.

00:25:25So, we took these figures, introduced them in our algorithms and our model, and what did it come out?

00:25:34So, the Giro d'Italia, in 2025 only, produced 79 million euros of monetary value of positive social impact, which means almost three times the investment that RCS put in place.

00:26:03to produce that positive outcome.

00:26:10So, we made this calculation and checked it several times and trying to be more cautious than possible, because being cautious for Bank AIP is part of its transparency and honesty values.

00:26:24But this is actually the funding.

00:26:26Thank you, Colonel.

00:26:27So, each euro is invested, generates three euros of social impact.

00:26:31The latest edition set off from Albania, the next edition set off from Bulgaria.

00:26:41Okay, she's carried out a very important, interesting research study that value in terms of reinforcing our country and as a driver of Made in Italy of this start from abroad.

00:26:56Yes, this is a contribution of the Italian self-power.

00:27:01We interviewed the spectators of the big start in Albania, and we see it mainly in terms of how do you see this iconic national event starting off from abroad.

00:27:1692% of the respondents said it's positive to choose to export this sporting event.

00:27:28is it a trajectory that should be followed?

00:27:33Figures are undoubtable, unquestionable.

00:27:37Yes, Italy continues to do continue to export your excellent sport.

00:27:44Then we got into more detail, trying to understand what is the effect.

00:27:52Once again, there is a very positive effect or impact on well-being.

00:27:57As well as a driving effect, because 36% had never followed the Giro d'Italia before.

00:28:07we brought it abroad, creating well-being abroad, and we increased attraction about Giro d'Italia and the country system.

00:28:20But we asked why to the respondents.

00:28:24Why so?

00:28:25Well, first of all, because it's promotion of our country once again.

00:28:32is that somehow we are creating value also abroad.

00:28:45So is Italy outside of this impact abroad?

00:28:5038% says that it enhances the cultural links.

00:28:57It presents us that after exporting the Giro d'Italia abroad, Italy is seen more and more as a cooperative country.

00:29:06So it's not just a slogan.

00:29:09It is actually, in terms of perception, people assess, see the Giro d'Italia as an actual ambassador of Italy as a system.

00:29:23What does this produce in the end?

00:29:26First of all, it produces soft power.

00:29:29What is it?

00:29:30It's an English formula expressing, somehow promoting one's own values through peace and not through violence.

00:29:40But it also has an impact on the economy.

00:29:44Most things we buy, including the clothes we are wearing today, we never experienced them before.

00:29:53So what are we buying?

00:29:54We buy them because we need it and we buy it of a certain kind because it's because of some values.

00:30:02It's the country of origin effect.

00:30:05Here we see a value chain.

00:30:09Those who came to Italy as an attractive element later bought made in Italy, they find it of high quality, increasing and improving the view of their vision of the made in Italy products.

00:30:30Why is it a value chain?

00:30:32Because that attractiveness turned into a positive experience by the organizer of Giro d'Italia has produced an image of Italy and value of the made in Italy product.

00:30:49Let me conclude almost with a slogan.

00:30:54Giro d'Italia is an iconic Italian event with three values, economy, social impact and institutional dimension.

00:31:06Thank you so much, Carmelo.

00:31:08Thank you so much, Carmelo.

00:31:09The Giro generates more and more value.

00:31:13Also the social impact is value and drives our exports.

00:31:21With you we talked about the impact of e-bike on our economy, on our society.

00:31:36Giro A is partner of Giro d'Italia.

00:31:39I know that you once participated in the Giro e-bike.

00:31:44To understand this study search that was organized in cooperation with the government and MOST, how much the social impact of e-bike is well known.

00:31:58To what extent in the Italian Zab its e-bike is important and what are the virtues impact for our economy?

00:32:06Hello everyone.

00:32:07I am glad to present this work that the Ministry of Agriculture and Food Excellence and Forestry has promoted.

00:32:20Let me start from the Giro e.

00:32:26A great intuition.

00:32:28The motto of Giro e is enabling everyone to have an experience.

00:32:33So allowing people to do some iconic lines.

00:32:38So let me call your attention on this data.

00:32:41The electrification has brought democratization of using the bike.

00:32:47So an increase in people that consider the bike as a mode of transport to enjoy the landscape.

00:33:0057 million staccol tourists, an increase of 14% from 2024.

00:33:07But let me show you to how much intention everyone sees the bike through e-bike as a tool to visit the local areas.

00:33:25And then the shift from sharing to e-bike sharing.

00:33:30Figures increased enormously.

00:33:32You can see in terms of car sharing how many people move to e-bike.

00:33:39Through e-bike, the average distance with e-bike on a daily basis shifted from 3-4 km to 7-8 km.

00:33:51Which means to engage over 50% of the distance covered by Italians on a daily basis.

00:34:01And that's why we have a growth in e-bike usage within all the big cities and also in the countryside.

00:34:12So the climate change affects infrastructure.

00:34:17Infrastructures need to be updated in terms of bike lanes, in terms of sustainable mobility.

00:34:26So in the last years our country has invested over 400 million euros in terms of bike lanes within urban areas.

00:34:35per fare un fenomeno che tutti gli e-bikers conoscono, che possono considerare l'urbanismo

00:34:50in un modo più sostenibile. Il terzo fenomeno è che, per esempio, la bicicletta diventa un

00:34:57modo di trasportare in termini di e-cargo bike. Due anni fa è stata limitata per i paesi nord,

00:35:12ma è spiegato anche in nostro paese. La crescita in prossimi anni, in doppia cifra,

00:35:20in Europa, in più di 112.000 e-cargo bike. In Italia, abbiamo prodotto 320.000 e-bikes,

00:35:37come vedete con questa progettazione, è broadendo l'utilizzo della bicicletta

00:35:43e-bike, per molti altri tipi di usi. Questo è un scenario molto interessante.

00:35:50Come si pone per l'industria italiana all'interno del mercato globale dell'e-bike?

00:35:56Come si pone per l'industria italiana all'interno del mercato globale dell'e-bike?

00:36:00E-bike è una cosa per tutti i produttori. E-bike è una cosa per tutti i produttori

00:36:29i produttori and i produttori, cioè…

00:36:34quali studi Abbiettine Uniti di spoglia

00:36:40come metti di adding products e понять

00:36:43tutto il loro produttore e proprio quotidiano ad i produttori e fergusi

00:36:50Alcuni hanno risponduto molto bene in questa industria,

00:36:54anche durante il periodo di sviluppo,

00:36:57anche dopo il boom dell'e-bike,

00:37:02e soprattutto in termini di export.

00:37:05Se guardiamo l'export data,

00:37:08vediamo che pre-Covid e post-Covid,

00:37:11il trade balance in termini dell'e-bike

00:37:16si muove da negativi a positivi.

00:37:20Nel 2024, solo l'e-bike,

00:37:23la nostra industria ha esportato 150 milioni di euro.

00:37:29Ovviamente, come tutte le trasformazioni,

00:37:32propria con sé trasformazioni,

00:37:35per approcciare al mondo dell'elettrificazione

00:37:37per il settore della bicicletta

00:37:39significa comprendere quali sono le parti su cui in Italia può dire la sua,

00:37:45diversi parti dove l'Italia è excelling.

00:37:51E anche se non produciamo batterie,

00:37:54l'e-bike può essere come un caffè.

00:37:59Non creiamo nulla caffè,

00:38:01ma siamo i migliori a produire caffè.

00:38:05Quindi possiamo fare lo stesso in termini di e-bike

00:38:09come non cittare, ad esempio, il mondo delle gravel.

00:38:12Per esempio, il mondo delle gravel

00:38:14che nel 2024

00:38:15era 5% di la total produzione

00:38:18di e-bike manufatture,

00:38:20che è un mondo in cui

00:38:22la tecnologia e l'excellenza

00:38:25che i nostri bicicletti

00:38:28hanno già messo in place

00:38:30in il mondo della corsa

00:38:32si prestano bene e si uscono ad alte prestazioni

00:38:34per quanto riguarda anche la parte di peso,

00:38:36utilità e flessibilità del mondo.

00:38:38In tutto questo, il Maesi riconosce l'importanza di supportare questa transizione.

00:38:43Vi dobbiamo supportare questa transizione,

00:38:57questa slide che vi mostrò attraversa

00:38:59per quanto riguarda le modificazioni di biciclette

00:39:03Italia e alcuni distritti eccellente in termini di spazio, anche per le e-bikes.

00:39:13Qui c'è un altro slide di un paese all'Europa, dove sono i paesi in cui exportiamo l'e-bike

00:39:24e abbiamo 20 milioni fuori Europa, che abbiamo 20 milioni di extra-e-eu, più grandi

00:39:34di noi. Abbiamo fatto un sforzo per comprendere anche quali sono le opportunità di chiare

00:39:40e gli altri e gli altri. Quindi, gli altri, gli altri, gli altri, gli altri, gli altri, gli

00:39:46altri, gli altri, gli altri, gli altri, gli altri, gli altri, gli altri, gli altri, gli altri,

00:39:52Qualcuno, gli altri, gli altri, gli altri, gli altri, gli altri, gli altri, gli altri, gli altri.

00:40:01Gli altri, la mia planità, il padre, gli altri, gli altri, gli altri, gli altri, gli altri.

00:40:11Grazie, professor. Questo è stato il proprio, per lo tempo, con il sendiri e l' banget

00:40:15Grazie, professore Margheriti, personal flash, ho avuto l'esperienza dell'e-bike del Mount Bondone, come personal experience, è molto personal,

00:40:29ho parte del mondo nella prima slide, che è grazie all'e-bike, posso avere qualche esperienza,

00:40:37sono un personale cardiopatica, posso fare l'e-bike, posso fare l'e-bike, posso fare l'e-bike, il mio doctor mi ha detto di non farlo, posso fare il gara pass,

00:40:48quindi, prossimo invito anche Carbotti, grazie, professore Margheriti.

00:40:55Grazie.

00:40:57Grazie a te.

00:40:59At this point, in the light of all this very interesting data, projecting great perspectives and views,

00:41:10I'd like to talk with some friends, champions and important people having to do...

00:41:17Let me call Maurizio Fondrest the world cycling champion.

00:41:23In 1988, winner of Sanremo, two stages at the Giro, one of our great champions.

00:41:32Let me invite Silvia Marrara on stage.

00:41:37She works with Maurizio Rossini, CEO of Trentino Marketing.

00:41:44Giacomo Mizzolo, another European cycling champion.

00:41:50And he stopped racing two days ago at Coppa Bernocchi.

00:41:54And let me call on stage also Leonardo Ghiraldini, who was 17th time the captain of our Ragmin national team.

00:42:03Allora Maurizio, you saw all this data,

00:42:09We are enthusiasts of cycling.

00:42:13Those are quite crazy data.

00:42:16As a rider, you've been living in cycling all your life.

00:42:22When you raced, did you have the sensation, the perception of the importance of Giro d'Italia across the world?

00:42:30Well first of all, hello everyone.

00:42:32Let me tell you that honestly, when you're a rider, you're really focused on the competition.

00:42:39I saw Giro d'Italia and other races as a competition.

00:42:44We're very much focused on them.

00:42:47The only sensation was how close your fans were.

00:42:53Especially at the Giro d'Italia compared to other races.

00:42:56You had huge masses of people on the mountain stages.

00:43:02Your fans lining the road is a perception that only high quality others can experience it.

00:43:09When you are at the top of the climb, when you have crowds of people lining the road right and left.

00:43:18And then you enter a tunnel, say, where people on the side of the road keep on shouting and cheering you.

00:43:26And when you leave it and you get out of the tunnel, you realize how much fun on the road of the Giro d'Italia,

00:43:37and how many people travel to see the riders passing fast on the roads, makes you understand the greatness of the Giro d'Italia.

00:43:46Then I experienced the Giro d'Italia from the outside once I left the competition.

00:43:52I've been doing the Giro d'Italia more than the last 20 years with Anca Mediolanum, which is a sponsor of the blue jersey, the king of the mountain winner.

00:44:07You realize how much the Giro d'Italia can do in terms of business for the sponsors.

00:44:14Every year Mediolanum invites 1,300 cyclists, because the request is for other 1,300 people for the dinners of the Giro d'Italia, plus 4,000 people during the starts and stage finishes.

00:44:34However, I could see in the latest years the evolution of the Giro d'Italia in terms of promotion of the areas that it crosses,

00:44:46geographical areas that are not always so well known.

00:44:52sometimes abroad, and I link on the starts from the Giro d'Italia abroad, many sports people say,

00:45:01well, why does Giro d'Italia start from abroad? We are an Italian race.

00:45:07I say it's an opening, it's an opportunity for the Giro to start off, and not only just the Giro d'Italia, but also the country is promoted abroad through the Giro d'Italia starting from abroad.

00:45:22So many people who approach cycling sports abroad and then will visit our country.

00:45:29So it needs to be seen as a promotion.

00:45:34There is both the sporting and competition side, but there is also the promotion and social side that is much bigger than the sporting side.

00:45:43This is my sensation in the latest years that is still evolving with the TV shows from the morning to late into the night during the Giro d'Italia.

00:45:56We have a chance to showcase our sector and tourist districts.

00:46:02What's important is very important for the different city councils and provinces and regions to see this opportunity, potential tourists that will come to visit our country and we need to offer them highest levels just as Giro d'Italia offers.

00:46:27You are the head office of sports diplomacy and the director general for the promotion of the country system of the ministry of agriculture, forestry and food efficiency.

00:46:47With the Giro d'Italia we have many agreements and events such as promoting Made in Italy through the Giro d'Italia.

00:46:56What do we manage to do together with your office?

00:47:00Thank you.

00:47:01Hello everyone.

00:47:02Hello Mr. President and thank you for passing me the floor to describe what the ministry of foreign affairs is doing.

00:47:14Let me say that the initiative of Giro Express has been introduced by President Zappas is a fruit of an agreement between the Giro d'Italia.

00:47:27Is it better?

00:47:28Is it better?

00:47:29Yeah.

00:47:30Thank you.

00:47:31So it's the outcome of an agreement so that all recorded shows of the stages of Giro d'Italia in all the cities, the regions, the excellences of the cultural excellences, excellences of the economic districts are protected abroad through the ambassador.

00:47:56So this is the Farnesina coming into play by involving the Farnesina, the foreign affairs ministry, opening up the doors of over 300 offices abroad along with the ITA offices to magnify whatever is produced by the Giro d'Italia in these recorded shows.

00:48:21Across the global world that the embassy are preparing ad hoc events to promote sports diplomacy.

00:48:36It's a strategic role starting from food and wine elements to go into the culture and the economic districts.

00:48:43It's a 360 degree storytelling that helps us to promote internationalization and seizing opportunities in the foreign countries.

00:48:58Marito Rossini, you are the CEO of Trentino Marketing.

00:49:02You are a marketing man very close to sports.

00:49:07If we're here, it's also thanks to you and your contribution.

00:49:11So from your point of view, how much has the sports system increased in terms of marketing and promotion of a region such as Trentino as a tourist reference point?

00:49:27Well, hello everyone. It has increased enormously in the last 20 years. It's been the most important driver for the increase in tourists in our region.

00:49:42Let me follow on the last word of Congress. Once you get to places, it's important to find the host of the country a welcoming place with the services, the accommodations.

00:49:59We are all aware that great promotion across the world is made by those who experience our region.

00:50:11So our best promoters are the tourists. We all have kind of prosthesis in our cell phone where we express any time through photos, posts and videos.

00:50:25We express how we are feeding in a certain place if we are on holiday, how we're using a certain product, if it's performing or not, if it's meeting our needs or not.

00:50:39So the success in terms of holiday experience goes through a live experience.

00:50:48So in Trentino, for us, it's essential to work in that respect. So we need to understand our true DNA.

00:50:58Luckily, we have a very strong sporting DNA. Youth in Trentino and people in Trentino practice not only skiing and bicycle, climbing, hiking, sailing and so on.

00:51:18This is the position to make our region a sport destination, for example, organizing the region to practice bike in the best possible way.

00:51:33So bike lanes in the mountains, for mountain bikes and paths. We have invested hundreds of millions in bike lanes and we want to increase it even further.

00:51:48Use increase and better aspects having to do with safety, which is very important for us, which makes riding a bike a good experience or not so good experience.

00:52:02Once everything has been put in place, we need to strengthen it in terms of international perception, how great sporting events such as Giro d'Italia is playing a very important role, effective.

00:52:22Thank you.

00:52:24Thank you.

00:52:25Now, Giacomo Nizzolo has been a former professional cycling. He just finished his career not even a week ago. He insisted strongly to win a stage at the Giro. I remember he won about 12 second place and then in Verona you finally win the Giro stage.

00:52:50You are representing an international team, Q36.5 pro cycling team, you have traveled Europe as a rider and the world. So what is the impact of Giro d'Italia in terms of bike industry?

00:53:05Hello everyone, thank you for inviting me. Look, as far as I'm concerned, the Giro d'Italia, the month of May is the Giro d'Italia across the world. The perception of a unique event and traveling not only Italy but I was lucky enough to start abroad, the first one in 2012 from Denmark.

00:53:31I remember as a young professional rider, the impact was incredible, crowds of people, the country road that turns into pink. From that to the iconic clients, probably, I was lucky enough to experience them in the gruppetto.

00:53:53And the warmth and the love from the fans at the Giro d'Italia is something I've never experienced in any other competition, in any other race.

00:54:05As Fondra said, this turns into the figures we saw earlier as a professional, as a rider. When you're competing, you focus on the race.

00:54:21But over the years, you realize that Giro d'Italia is a driver that has more than 5,000 people traveling across the country. And it's a great economic driver as well as the driver of passionate enthusiasm for sport.

00:54:45Leonardo Giro d'Italia is also a sportsman, 17 times the captain of the rugby national team. Now you're a representative of the evolution guide of Nativa that cooperates with Giro d'Italia also in terms of sustainability projects.

00:55:05From your point of view, how much is Giro d'Italia important in the growth of sustainability? Well, hello everyone. You're wondering what a former rugby player is doing in cycling.

00:55:22Look, I still remember I did some E-Giro stages with the e-bike in terms of social well-being. Being able to get to the finish was quite a success for me. The route of that stage wasn't so easy for me. Joking aside though.

00:55:44To answer to your question at best, let me make a few steps forward. I'm talking about the sports of future. Some data today showed where the sports is going in the future.

00:55:58The sports in future creates shared economic, social, mental, institutional value, because that's very important too. So, let me take a few steps backwards.

00:56:13To get to get to a sports of future, you need to be able to innovate. The Giro d'Italia has some tools to map its economic, social and environmental impact in order to improve its impact.

00:56:29When I talk about economic, social and environmental impact are three synergic dimensions. We've seen from the figures as well as President Zoppas and President Farron Bancaifis are huge figures.

00:56:44Trying to understand where in terms of impact the Giro is and the plan to prepare some improvement plan. Long lasting value impact on the regions that the Giro is crossing and social impact and environmental impact is what the Giro d'Italia is doing.

00:57:11And it has now tools that allows it to be an innovator in this respect. Tools that are becoming also an international certification. So, it will turn into a common shared tool qualification.

00:57:33So, when we talk about innovation, it's a very positive impact. There was already a competitive impact, but also in terms of economic and environmental impact.

00:57:45So, these figures we saw today are part of the actions that are put in place by RCS Sport and Events and all the players that contribute to the Giro d'Italia partners, sponsors.

00:58:06All of them are contributing to the creation of value. Having different tools that allow, enable RCS to measure, see where the Giro d'Italia is and enable RCS to put in place an improvement plan.

00:58:28And it's very important. Another key element is that for many years I lived on a sport field.

00:58:42where sport is essential. Of course, there's competition, the race. But we're talking of impacts that this competition has 360 degrees. So, the sporting element seems to be overlooked.

00:58:59But thanks to the sporting event, there is 360 degrees on the country as a whole. Thank you, Leonardo.

00:59:09Flash answers and then I will call Paolo Bellino on stage to conclude.

00:59:16Marito, you also deal with, you're still on your bike, you're still riding your bike. So, you also have a project in Trentino.

00:59:29The bike lane, that's the name. Bike lane, that's the name, is not my invention, but I saw it across Europe after the M3 dead of a cyclist Sarah Pfeiffer died last January.

00:59:44I wanted to meet President Fugatti and I proposed to introduce bike lanes in Trentino as well.

00:59:52We cannot complain in Trentino in terms of infrastructures, bike lanes mainly, but in the next years there will be a completion of a bike lane network that people will envy us.

01:00:07Bike lanes is protecting because it's a wide stride where there are not proper dedicated bike lanes.

01:00:19The province responded immediately to our request, two experimental bike lanes, one up here, I showed you in France.

01:00:28In the next months, from the testing stage, we'll decide how to proceed.

01:00:34Next year we'll prepare at least 300 km of bike lanes as a positive driver to show how virtuous the province of Trento is, so that also other regions will copy us.

01:00:49So, this fallout in terms of tourism as an essential importance, because when you promote your bike tourism, you need to assure safety.

01:01:09This is a great chance we need to grasp indeed.

01:01:15Silvia, we heard Minister, Minister Tajani, how important sport is to promote Italy as a system, as a whole system.

01:01:25Next year we will set up from abroad again, what are your data, to what extent sports as an industry is projecting as a national event.

01:01:37As our Minister, Mr. Tajani address, we have important figures.

01:01:46Besides the sporting, the sports, important 1%, 1.4% of GDP is 5 billion euros export of sports.

01:02:01And the third item is cycling and the world of cycling.

01:02:06So, biking, Italian biking is really driving our economy and we need to boost it even further.

01:02:15We have 350 million euros potential we can conquer on strategic markets, besides our traditional markets in the United States and Europe.

01:02:26But there are some emerging markets that are part of the strategy that has been put in place.

01:02:33Diplomacy of growth and strategy of growth towards high potential markets.

01:02:39That are particularly targets of a system action carried out by our agencies, by institutions of culture,

01:02:51embassies that become magnifiers great tools to contribute through sports diplomacy.

01:02:58and diplomacy also to diplomacy of growth, so they reach all countries of the world in key sectors to make our country grow and at the same time convey value.

01:03:14Because the great potential is not only the economic element, but also the value element.

01:03:21We have know-how, we export our know-how, but our commemorated values, our great champions are our ambassadors that embody our values,

01:03:35the iconic values of what Italy represents in all the districts we excel across the world.

01:03:43Thank you so much.

01:03:45Maurizio, Giorgio will kick off from abroad next year, but we don't exclude to have it set off from Italy again.

01:03:55And again, from Trentino, you know, in 2031, Trento will host the great world championship.

01:04:03Why not having a big start also from Trento in the future?

01:04:10In any case, having the world championships will be a great occasion to promote Trentino and our country as a whole.

01:04:18Indeed, it was a great first goal we achieved, because a great sense of stability, the great world championships in 2031

01:04:31means to organize in one single place what usually is organized in 20 different countries.

01:04:38So, 20 world championships will take place in one single region in Trentino.

01:04:45So, we started off immediately with the planning.

01:04:48You know, also yesterday, on occasion of the Olympics, in the Cortino Olympics.

01:04:53Our ability to gather together and find a solution almost with a magic wand as a joke.

01:05:02I believe it's a great ability that allows us to find solutions, ideal solutions in emergency.

01:05:10But that is not the ideal solution.

01:05:12The ideal solution is to plan well, arrange everything, invest public resources in the best way, and as a single team to achieve good results.

01:05:25Right now we have six years ahead.

01:05:27I'm looking at Maurizio and the people.

01:05:31We want to use this opportunity at best with our government to complete the infrastructures of our region and to create a great occasion to promote the entire country system of Italy, from industry to tourism, as a true promotion across our country and worldwide.

01:05:55Thank you, Maurizio Giacomo.

01:05:58You ride on a foreign bike, however.

01:06:03The best bicycles are always Italian ones, the spare parts.

01:06:08Are we still the best ones?

01:06:10I think so.

01:06:12I started off with Italian bikes when I was young, then my career brought me abroad, so I rode foreign bikes.

01:06:23However, I and my foreign teammates do recognize the quality of Italian quality, Italian style that is recognized and acknowledged everywhere.

01:06:35You come from a world of effort in rugby.

01:06:40You need another world of effort in cycling.

01:06:44Would you like in cycling?

01:06:46The sacrifice that is the founding characteristics of both sports and sharing as a crucial event of social well-being.

01:06:59I recall once again the Giro A stage I did on Mount Bondone.

01:07:05The enthusiasm of the people, the fans on the road, I mean, I was in the wheel, I was hatching, but I could perceive the enthusiasm of people, of the fans along the road that I found out later on.

01:07:21Many of them start and go on the climbs, maybe even a couple of days before the stage, to find the best place and experience the stage itself with their friends and cheer their riders.

01:07:39And they see their favorite champions that will pass by and within seconds the whole experience will be over for the fans.

01:07:51So what the Giro d'Italia means and to the people, to the regions is something unique.

01:07:59Thank you.

01:08:01Paolo Bellino, please join us.

01:08:04No, please stay there he will conclude the morning.

01:08:11Yeah, I'm not going to hold you here.

01:08:15So is our chief executive officer and general manager of RCS Sport.

01:08:23Well, let me thank all the audience, beautiful audience.

01:08:28che quando abbiamo preso questa sala, siamo un po' preoccupati di riempirla o di non riempirla.

01:08:34Grazie a tutti i relatori, perché è stato veramente molto interessante.

01:08:38E per me è un motivo di grandissimo orgoglio.

01:08:41È un motivo di grande orgoglio.

01:08:42È un motivo di grande orgoglio.

01:08:43È un motivo di grande orgoglio.

01:08:44Io personalmente ho cominciato nel 2014 a lavorare in RCS.

01:08:48Il nostro obiettivo, da l'inizio, è stato quello di far diventare sempre di più il Giro d'Italia,

01:08:54non solo come un evento globale, ma come un evento che è stato accontato e non stato per scontato in Italia.

01:09:03ogni anno, in May, in Spring, è un elemento che abbiamo preso per scontato.

01:09:08Quindi, in alcun modo, è un elemento che abbiamo preso per scontato.

01:09:11Ma non è così.

01:09:13I figli che abbiamo visto oggi sono molto utente.

01:09:17È la più stessa riazione in il mondo, in il mondo più bello.

01:09:21E questo è il risultato.

01:09:24Let me seguire su quello mio amico Maurizio ha detto.

01:09:27La visibilità del Giro d'Italia, in termini del nostro paese,

01:09:32in termini del nostro paese,

01:09:34in grado della race,

01:09:36è un dato di Nielsen.

01:09:38E io ringrazio ancora di Scarbotti,

01:09:41che mi ha insegnato i numeri dal punto di vista delle ricadute per gli eventi,

01:09:44che per me sono fondamentali,

01:09:46che per me sono fondamentali.

01:09:47Allora, questa cosa qui vale 120 milioni di euro.

01:09:50120 milioni di euro è il prezzo di una campagna,

01:09:53per raccontare nel mondo l'Italia.

01:09:55di una campagna di promozione,

01:09:57per parlare dell'Italia,

01:09:58di un'Italia per le giornali,

01:09:59dividerata per i territori.

01:10:00Non è più una questione di partenza e arrivo.

01:10:02Ma la partenza e l'arrivo del Giro c'è l'Italia.

01:10:04Vediamo tutta l'Italia.

01:10:05Non perché siamo in Trentino,

01:10:07ma una delle cose che secondo me sono fondamentali,

01:10:09ma una delle cose che secondo me sono fondamentali,

01:10:11è un elemento sostanziale per chi organizza degli eventi.

01:10:15E credo che vista la tragedia che c'è in Italia in questo momento sulla sicurezza in bicicletta,

01:10:22è una carneticina quella che noi assistiamo tutti gli anni.

01:10:26Io ho fatto un viaggio con Maurizio che mi ha raccontato delle cose,

01:10:31e mi ha raccontato delle cose.

01:10:33Ho avuto un viaggio con Maurizio che mi ha detto certe cose.

01:10:36E noi vogliamo adottare il modello di Trentino in Giro d'Italia

01:10:41e conoscere a tutti i tre elementi che sono importanti per la sicurezza e per il turismo.

01:10:48Beh, i bicicletti sono le biciclette per i bicicletti.

01:10:54Dobbiamo parlare in Italia.

01:10:56Il secondo punto è per il turismo.

01:10:58Abbiamo i bicicletti più bellissimi in tutto il mondo,

01:11:03un numero infinito di bicicletti.

01:11:05Potremmo fare una bicicletta più grande di Europa.

01:11:07Potremmo fare una bicicletta più lunga di bicicletta europea

01:11:11e fare una bicicletta più lunga di bicicletta.

01:11:14In questo punto di vista sono bravissimi e bisogna accoppiare le best practices degli altri.

01:11:18tutti i climi sono mapati su una salita del Tour de France.

01:11:25È una delle serie più iconiche del Tour de France.

01:11:28Abbiamo il numero più iconico del Giro d'Italia.

01:11:32Strava ha realizzato i percorsi e le salite del Giro d'Italia.

01:11:39Strava ha realizzato i percorsi e le salite del Giro d'Italia.

01:11:46Strava ha realizzato i percorsi e le salite del Giro d'Italia.

01:11:53è una segnalettica del Giro d'Italia,

01:11:56non per le salita del Giro d'Italia,

01:11:59ma per le salite del Giro d'Italia.

01:12:04Strava il Giro d'Italia,

01:12:06potremmo fare una grande pista ciclata per il Giro d'Italia

01:12:09e potremmo fare una grande pista ciclata.

01:12:12Potremmo fare una grande pista ciclata per la nostra modella.

01:12:16Quindi l'Endesa è questo garantire anche una maggiore sicurezza.

01:12:21ma anche più di più di sicurezza, perché i quelli che ridono questi climatici

01:12:26conoscono che ci sono riusciti con la rivea.

01:12:31Quindi, in termini di bike lanes e sanità, credo che questi sono dei fondamenti fondamentali.

01:12:37Abbiamo presentato questo a Anas e al Ministro dell'Infrastruttura, perché il tema della sicurezza è un tema fondamentale

01:12:43che noi facciamo per le scuole, un progetto di una bicicletta, per insegnare i ragazzi ad andare in bicicletta, a sapere come riparare una bicicletta

01:12:51se succede qualcosa, ma soprattutto a pedalare in sicurezza. E io credo che questo sia, a parte dei numeri, a parte del benessere che il Giro d'Italia crea,

01:13:00un elemento sostanziale di ricaduto per il territorio e un servizio civile che il Giro d'Italia deve garantire all'Italia stessa.

01:13:07Quindi, venite tutti il Giro d'Italia.

01:13:10Probabilmente passeremo in Trentino anche il prossimo anno.

01:13:13Probabilmente lo annunceremo alla fine di novembre.

01:13:16E buon festival dello sport.

01:13:19Grazie a tutti.

01:13:21Grazie a Maurizio, Silvia, Maurizio, Giacomo e Leonardo.

01:13:26Grazie a tutti voi e Viva il Giro.

01:13:40Grazie a tutti.