Regina to be Official Sponsor of the Giro d'Italia

The Giro d’Italia announces a new partnership with Regina, a brand of the Sofidel Group, one of the world’s leading manufacturers of tissue paper for hygiene and household use. The iconic brand, which has been present in Italian households for over 35 years (and is now expanding to an increasing number of European countries), officially enters the world of sports as an Official Sponsor of the Corsa Rosa for the 2025 and 2026 editions.

Regina joins forces with an event that has made sports history, a grand spectacle whose national and international visibility helps showcase the beauty of Italy and serves as an inspiration for countless cycling enthusiasts.

What unites Regina and the Giro d’Italia is the idea of infinity. The Giro d’Italia awards its winner with the “Trofeo Senza Fine”—a golden spiral on which the names of all past champions are engraved, and a new name is added each year to continue an ever-evolving story, symbolizing the endless passion and love of the fans. Similarly, Regina is recognized by consumers for its famous advertising slogan, “Rotoloni Regina, the never-ending rolls”, a phrase that has become a part of Italian advertising history.

Beyond this shared symbolism, Regina and the Giro d’Italia are also linked by values such as passion, dedication, and the promotion of sustainable mobility. The bicycle is an environmentally friendly means of transportation that an increasing number of people choose for their well-being and daily commuting.

Rotoloni Regina, Regina Asciugoni and Regina Pocket Tissues will take center stage in this partnership. Just like top riders don special jerseys, these products will feature a limited edition Giro d’Italia-themed packaging between mid-April and mid-June.

Regina’s presence along the route of the Corsa Rosa will be highlighted by branded arches, banners, and inflatables, as well as Regina Pocket Tissue giveaways from the Giro d’Italia Caravan. Additionally, Regina will have a dedicated stall in the Giroland area at every stage finish.

The partnership will also be promoted through a custom TV ad campaign that will air from early May to mid-June, as well as radio commercials. Regina will further engage fans by launching its own league in Fantagiro d’Italia 2025.

Furthermore, Regina will also have a presence at other cycling events organized by RCS Sports & Events, including:

Strade Bianche (March 8)
Tirreno-Adriatico (March 10-16)
Milano-Torino (March 19)
Milano-Sanremo (March 22)
Il Giro d’Abruzzo (April 15-18)
Giro Next Gen (June 15-22)
Giro d’Italia Women (July 6-13)

Quotes

Francesco Pastore, Chief Marketing & Sales Officer of Sofidel: “We are thrilled to announce the partnership between Regina and the Giro d’Italia. Two icons that, over the years, have become deeply rooted in the collective imagination, history, and culture of our country and beyond. By integrating this valuable partnership into our marketing strategy, we aim to strengthen the bond between Regina and the vast audience of cycling enthusiasts—young and old, committed athletes and casual riders alike—all united by their love for cycling and the sense of well-being it brings”.

Roberto Salamini, Head of Marketing & Communications at RCS Sport & Events: “The Giro d’Italia is not just a cycling race; it is a sporting event of global significance with an extraordinary media impact. The Corsa Rosa is broadcast in nearly 200 countries, reaching 700 million television viewers and over 17 million people through the web and social media. The breathtaking landscapes of Italy are shown on TV, newspapers and digital platforms, bringing Italy to the world and the world into the Giro. In an age when sports are more connected and global than ever before, the Giro d’Italia continues to stand as one of cycling’s greatest events, uniting people, cultures, and passions under one iconic banner: the Corsa Rosa. It is always exciting to see new brands join our family and contribute to this never-ending story—just like the love of fans for the Giro”.