The Giro d’Italia has announced a new partnership with Regina, a brand of the Sofidel Group, and one of the world’s leading manufacturers of tissue paper for hygiene & household use.
The brand, which has been present in Italian households for over 35 years (and is now expanding to an increasing number of European countries), officially enters the world of sports as an official sponsor of the Corsa Rosa for the 2025 and 2026 editions.
In addition to this year’s Giro d’Italia (May 9, 2025 to June 1, 2025), Regina will also have a presence at other cycling events organized by RCS Sports & Events, including:
- Strade Bianche (March 8)
- Tirreno-Adriatico (March 10-16)
- Milano-Torino (March 19)
- Milano-Sanremo (March 22)
- Il Giro d’Abruzzo (April 15-18)
- Giro Next Gen (June 15-22)
- Giro d’Italia Women (July 6-13)
Rotoloni Regina, Regina Asciugoni and Regina Pocket Tissues will take centre stage in the new partnership. These products will feature a limited edition Giro d’Italia-themed packaging between mid-April and mid-June.
Regina’s presence along the route of the Corsa Rosa will be highlighted by branded arches, banners, and inflatables, as well as Regina Pocket Tissue giveaways from the Giro d’Italia Caravan. Additionally, Regina will have a dedicated stall in the Giroland area at every stage finish.
The partnership will also be promoted through a custom TV ad campaign that will air from early May to mid-June, as well as radio commercials. Regina will further engage fans by launching its own league in Fantagiro d’Italia 2025.
Francesco Pastore, Chief Marketing & Sales Officer of Sofidel, said “We are thrilled to announce the partnership between Regina and the Giro d’Italia.
“By integrating this valuable partnership into our marketing strategy, we aim to strengthen the bond between Regina and the vast audience of cycling enthusiasts – young and old, committed athletes and casual riders alike – all united by their love for cycling and the sense of well-being it brings.”
Roberto Salamini, Head of Marketing & Communications at RCS Sport & Events, added “The Giro d’Italia is not just a cycling race; it is a sporting event of global significance with an extraordinary media impact.
“The Corsa Rosa is broadcast in nearly 200 countries, reaching 700 million television viewers and over 17 million people through the web and social media. The breathtaking landscapes of Italy are shown on TV, newspapers and digital platforms, bringing Italy to the world and the world into the Giro.
“In an age when sports are more connected and global than ever before, the Giro d’Italia continues to stand as one of cycling’s greatest events, uniting people, cultures, and passions under one iconic banner: the Corsa Rosa. It is always exciting to see new brands join our family and contribute to this never-ending story – just like the love of fans for the Giro.”
