Continental has expanded its involvement in cycling events by becoming one of the main sponsors and the official tire partner for this year’s Giro d’Italia.
The Giro d’Italia is an annual multiple-stage professional bicycle race primarily held in Italy. The 107th edition (2024) will commence on May 4 in Venaria Reale, Piedmont, and conclude in Rome on May 26. Covering a total distance of 3,321.2km, the route includes six mountain-top finishes, two individual time trials and sections of gravel road, for the 176 riders from 22 teams.
As part of this sponsorship, Continental will supply its AllSeasonContact 2 tires for all official support vehicles throughout the race. The tire is designed to provide optimal performance in various weather conditions, ensuring safety on the challenging routes of the race.
The company says the tire provides superior handling control, fuel efficiency and safety features – proven in a recent test conducted by Tyre Reviews in the UK, which highlighted the AllSeasonContact 2’s wet and dry handling, snow traction and low rolling resistance.
Continental will also be involved in the Giro-E event as a partner and jersey sponsor. The Giro-E gives amateur cyclists the opportunity to ride electrically assisted racing bikes along the same routes as the professional race, providing a unique and immersive experience.
Giorgio Cattaneo, PR and communications manager for Continental Italia, said, “As one of the main sponsors and equipment suppliers to the support vehicles with our AllSeasonContact 2 tire, we will generate a high level of media attention for the Continental brand around the world over several weeks in an emotionally charged sporting arena.”
