The Giro d’Italia generated $36.1 million in sponsorship revenue in 2025, a sharp fall from the previous year as the number of brand partners dropped, according to new figures from GlobalData.
The latest Post Event Analysis – Giro d’Italia 2025 shows that the race, which ran from 9 May to 1 June between Durrës, Albania and Rome, Italy, secured 54 sponsors this year compared with 65 in 2024. The decline in backing meant overall sponsorship value fell by $12.5 million year on year.
Thirteen new companies came on board for the 2025 edition, including Red Bull, Suzuki, Tudor and Continental, alongside firms in food, clothing and IT services such as Conad, Sanmarco Informatica and PharmaNutra. However, 24 brands failed to renew their partnerships from last year.
Olivia Snooks, sports analyst at GlobalData, said: “The 2024 Giro d’Italia accumulated an estimated $48.6 million in sponsorship from 65 companies. In comparison, the 2025 edition had 11 fewer sponsors and saw a notable decrease in annual sponsorship revenue.”
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