Every year the pink race opens the summer season of the great sport, and for some time now it has embarked on a path of internationalization aimed at obtaining a consolidated positioning in the context of the global sports system.
The organization of a sporting event, certainly, is one of the most complex things that exist in terms of planning and management. It means involving associations and bodies, giving a national perspective even to those who work only at a local level. Many volunteers are needed for security, checks, information, transport and catering management. But once the important events in the world of sport have concluded, they leave a precious legacy, in the short and medium-long term, from an economic, environmental, tourist, social, cultural and infrastructural point of view. The renovation of old buildings, the construction of new accommodation facilities, the redevelopment of sports facilities, the improvement of transport such as roads, railways and airports are all essential steps to guarantee a positive return to the territory.
Major events in general and sporting events in particular, such as the Giro d'Italia, are an important form of communication to improve the image of any territory or to increase its notoriety. In fact, the media does not only show the cycling competition itself but rather presents the beauties of the Italian peninsula to almost the entire world for three weeks. And this year, today, it will also pass through our city: Padua!
How many people does the Giro d'Italia reach?
The Giro is a great Italian celebration that enters everyone's homes, with millions of people pouring onto the streets every year and crowding along the route of the various stages, especially in the mountains. The television home reach calculated by Nielsen is around 450 million viewers in every corner of the world: this is why the time has come for companies to be far-sighted when it comes to sports marketing. It is estimated that the pink race produces an income of around half a billion euros: this calculation also takes into account the contributions of local authorities, licensing agreements and TV rights, as well as sponsors. This year, among the top Sponsors who grabbed the podium jerseys, Enel (pink jersey), Ministry of Business and Made in Italy (cyclamen jersey), Mediolanum (blue jersey), Eataly (white jersey) stand out.
But also from a social point of view the numbers are high:
- Instagram = 1.10 million
- Facebook = 1.9 million
- Tik Tok = 981,000 followers
- X = 800,459 followers
- Youtube = 238,000 channel subscribers
What is meant by territorial marketing?
Territorial marketing represents that set of projects and programs aimed at re-evaluating and enhancing a territory in order to make it more competitive and attractive. We could talk about the construction of a real brand identity. One of the fundamental means is storytelling, since it is precisely through telling the history of a location that it is possible to arouse emotions in travellers. These, attracted by the promise of an emotional and experiential offer, thus develop a relationship with the territory
Territorial marketing strategies must therefore be perceived as opportunities to launch or reposition an entire area on the market, highlighting its potentially relevant but sometimes insufficiently valorised tourist offer.
The territorial marketing strategies are all based on the valorisation of existing activities, on the attraction of new businesses and on the development of the tourism system also through the implementation of innovative projects. They can represent opportunities to establish contacts with potential investors, to increase the sense of belonging of local residents and to produce financial interventions on the part of the authorities.
Every year the Giro d'Italia travels across our peninsula both as a sporting event of great importance and as an event with the aim of highlighting Italian beauty on a global level. This is among the main reasons why many Italian cities and towns ask to host the Corsa Rosa. The Giro d'Italia can in fact be considered an excellent territorial marketing tool, as it is followed by many people all over the world. It is also a way to launch or relaunch the various tourist destinations, trying to attract new investments in the area
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