The reputation of RCS Sport as a race organiser which is perhaps the best user of internet and social media in the sport has been reinforced by the news that it has signed a key deal to further boost the profile of its key events.
The company, which organises the Giro d’Italia, Tirreno-Adriatico, Milan-Sanremo, Strade Bianche and Il Lombardia, will work with British media consultancy Shift Active Media, which comes on board as international cycling media partner.
It was founded in 2010 and focuses completely on cycling. Its current portfolio of clients includes Colnago, 3T, FSA, Santini, fi’zi:k, Selle Royal, Rapha, Wiggle and IG Markets.
The Giro d’Italia has is the second biggest race in cycling after the Tour de France, and is continuing to build its profile as an event which is challenging for its riders, inspires passion from its fans and is held in striking locations in Italy and elsewhere.
RCS Sport has embraced social media, particularly after Michele Acquarone took over the reins from Angelo Zomegnan last year, and has made big efforts to engage the public on Twitter and Facebook.
Matteo Pastore, RCS Sport media rights and relations director explained how the new association will benefit its races. “Choosing to work with Shift Active Media is part of our strategy to become a more globally focused event organiser and to strengthen our relationship with international media, broadcasters and sponsors.”
RCS Sport has of course its own links to media, being part of the RCS Media Group which publishes the La Gazzetta dello Sport and Corriere della Sera newspapers in Italy and owns other types of media.
“We are hugely proud to be working with Michele Acquarone, Matteo Pastore and the team at RCS Sport,” said Shift Active Media founder and CEO Simon Wear. “It is clear they are focused on expanding the international profile of their events and have an innovative approach to interacting with the media and cycling fans around the globe.”
This year’s Giro d'Italia will begin in Denmark on May 5th, will include the highest-ever Grand Tour finish at the Passo Stelvio and will feature several tough mountain stages plus a team time trial in Verona. The 2012 edition has been tailored to impose more balanced demands on the riders, with the marathon race transfers of recent years being absent.
RCS Sport is hoping that this will lead to better racing and, most likely, to make it less difficult to ride both the Italian race and the Tour de France. Alberto Contador won last year’s Giro but then appeared fatigued in the Tour de France, where he was fifth.
A tweaked Giro course and greater time for recovery off the bike should make it more possible to target both events.