The Giro d'Italia announces a new partnership with Regina, a brand of the Sofidel Group, among the world leaders in the production of hygienic and household paper. The iconic consumer brand present in Italian homes for over 35 years (and now in an increasing number of European countries) officially enters the world of sports by becoming the Official Sponsor of the Pink Race for the 2025 and 2026 editions.

Regina joins its name to an event that has made sports history, a great spectacle that, with its national and international visibility, helps to showcase the beauty of our Country and is a source of inspiration for the many enthusiasts who ride our roads.

Regina and the Giro d'Italia share the concept of infinity. The Giro d'Italia awards its winner the "Endless Trophy" – a "golden spiral" engraved with the names of all champions who have won the race over time: each year a new name is added to tell a story that renews itself with each edition, testifying to the passion and endless love of fans. Similarly, Regina is known to all consumers for its famous product claim Regina Rotoloni never end, which has become part of Italian advertising history.

What also unites the two "worlds" is the recognition of the value of passion and commitment, and the promotion of a clean, environmentally friendly mobility like the bicycle, chosen and appreciated by more and more people in daily life for their well-being.

The protagonists of the partnership will be Regina Rotoloni, Regina Asciugoni, and Regina Pocket Tissues, which, like the best riders, will wear a special "jersey" between mid-April and mid-June: a limited edition pack dedicated to the Giro d'Italia.

The brand visibility along the Pink Race route will be guaranteed by the presence of branded arches, banners, and inflatables, by distributing Regina Pocket Tissues as the Caravan passes, and by a dedicated Regina stand within Giroland at all stage finishes.

The partnership will also be enhanced by a specific television advertising campaign airing from early May to mid-June, as well as radio spots. Regina will also participate with its own league in the Fantagiro d'Italia 2025.

STATEMENTS

Francesco Pastore, Chief Marketing & Sales Officer of Sofidel: "We are thrilled to announce today the partnership between Regina and Giro d'Italia. Two icons that, over the years, have entered the collective imagination, the history, and the culture of our Country and beyond. Through the integration of this valuable partnership into our brand's marketing plans, we aim to strengthen the connection between Regina and the wide audience of cycling enthusiasts, both young and old, regular athletes and leisure cyclists, all united by the emotions and well-being that cycling provides."

Roberto Salamini, Marketing & Communications Manager of RCS Sport & Events: "The Giro d'Italia is not just a cycling race: it's a global multimedia platform that constantly reinvents itself and involves a growing number of fans. The Pink Race is broadcast in almost 200 countries, watched by 700 million TV viewers and over 17 million people online and on social media. Images of Italian roads appear on TV, newspapers, and digital platforms, bringing Italy and its excellence to the world. Now in its 108th edition, the Giro d'Italia remains a highly anticipated event; a tradition awaited with anticipation and involvement. It's always positive to see new brands join our family and continue the story of an endless love, just like the public's love for the Giro."