HiPRO, a high-protein dairy brand from Groupe Danone, has been confirmed as a key sponsor at the 107th edition of the Giro d’Italia. Now underway, this year’s Italian Grand Tour takes place from May 4-26, 2024.
Back for a second year as a sponsor, HiPRO is backing the ‘Fighting Spirit Prize’ at the Giro d’Italia represented by the ‘Red Number’. The unique award is 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.
Giro d’Italia organiser RCS Sport adds that… ‘An important change of perspective 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 giroditalia.it website and voting. Every morning on the signature podium, the most voted rider will receive the HiPRO Red Number, and will be placed together with the four leaders’ jerseys, in the front row, at the start of the stage.
In addition, the last stage of the Giro d’Italia, scheduled for May 26th, will be held in the setting of Rome. Here, HiPRO will award the final prize dedicated to the most combative rider of the entire event. In addition to a plaque declaring the winner of the Fighting Spirit Prize, the athlete and his team will be rewarded with 3,400.8g of HiPRO protein corresponding to 1 gram per km covered: seen as a symbol of the brand’s support for the athletes and the progress demonstrated over 21 days of racing.
Jordi Guitart Clermont, Marketing Director of Danone Italy and Greece, said “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 at RCS Sport, added “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.”
