by InTrieste
The Friuli Venezia Giulia region has reached an agreement with race organizer RCS MediaGroup to feature its “Io sono Friuli Venezia Giulia” brand on the pink jersey of the Giro d’Italia, one of cycling’s most recognizable symbols.
The sponsorship, announced this week, will debut during the 2026 edition of the race, placing the regional logo on the maglia rosa—awarded daily to the overall leader—as well as across official signage, vehicles and communications tied to the event.
Regional president Massimiliano Fedriga described the deal as a strategic effort to expand international visibility. The Giro, broadcast in roughly 200 countries, attracts millions of viewers and roadside spectators each year.
Officials say the partnership is designed to promote the region’s cultural identity and tourism appeal, building on a long-standing connection between Friuli Venezia Giulia and the race. Historic stages on climbs like Monte Zoncolan and recent finishes at Monte Lussari have helped cement that relationship.
This year’s route will include a start in Gemona del Friuli, marking the 50th anniversary of the 1976 earthquake that devastated the area—an inclusion local leaders say carries symbolic significance.
The region views the sponsorship as part of a broader strategy to leverage major sporting events to drive tourism and strengthen its global profile.
