The new Maglia Rosa of the Giro d'Italia unveiled, with IUMAN by its side

IUMAN, the new name of the Intimissimi Uomo brand and a leader in the men’s underwear sector, proudly returns to the Giro d’Italia, announcing its sponsorship of the Maglia Rosa. The brand, part of the Oniverse Group, after a long-standing sponsorship of the Maglia Bianca, now strengthens and renews its connection with the Giro — an event that promotes Italy, unity, and sport — for an unforgettable month of racing.

The launch event took place at the IUMAN – Intimissimi Uomo store in the heart of Verona, with the attendance of Matteo Veronesi, Board Member at Universe; Alessandro Soave, IUMAN General Manager; Paolo Bellino, CEO of RCS Sports & Events; and Damiano Cunego, Verona native and 2004 Giro d’Italia winner, alongside representatives of institutions, sponsors, and media.

Quotes

Matteo Veronesi, Board Member at Oniverse: “The Maglia Rosa is an icon of Italian sport. We are proud to strengthen the launch of IUMAN through such a prestigious sponsorship. We have recently unveiled the new name of Intimissimi Uomo: IUMAN. While remaining true to its core values of quality and comfort, the brand is evolving to rewrite the future of men’s underwear. The Maglia Rosa marks the first bold step in this ambitious journey, and we are confident it will bring us great satisfaction and strong emotions”.

Urbano Cairo, President of RCS MediaGroup: “The Giro d’Italia is much more than a cycling race: it is a cultural and popular event, capable of bringing people together and showcasing the best of our country in all its forms. With IUMAN as the sponsor of the Maglia Rosa, we further strengthen our connection to the world of Italian excellence. We’re talking about a young and distinctive brand, with an international outlook and a strong drive for innovation—qualities that perfectly align with the values of the Giro. This is a partnership that looks to the future, under the banner of Made in Italy, racing swiftly along roads across the world”.

Alessandro Soave, IUMAN General Manager: “We believe that the visibility associated with the Maglia Rosa will be a valuable asset for promoting IUMAN, not only on a national scale. The association between the two brands—united by shared values and successful stories—will provide a further boost toward achieving our respective positioning and business goals”.

Paolo Bellino, CEO of RCS Sports & Events: “We are pleased to welcome the return of Intimissimi Uomo—now rebranded as IUMAN—as a key player in the Giro d’Italia, following its long and meaningful journey alongside the Maglia Bianca. Stepping up to sponsor the Maglia Rosa is a natural and prestigious evolution of a partnership rooted in shared values: Italian identity, quality, style, and determination. For the IUMAN brand, this will be a major opportunity for global visibility, thanks to the worldwide broadcast coverage”.

Damiano Cunego: “The Maglia Rosa is something that gets inside you. It’s the jersey every rider dreams of — the one that can change your career and the way you experience cycling. Being here in Verona, my hometown, to celebrate the launch of the 2025 edition is truly emotional. Every time I see it, I feel the same emotions as when I wore it: it represents the outcome of a long and grueling journey, built on strength — both physical and mental — needed day after day to overcome great rivals”.