GIRO D'ITALIA DONNE 2021 - d'Italia donne
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GIRO D’ITALIA
DONNE 2021
d’Italiadonne
1 | THE RACE
The highest technical quality is sought to follow the evolution of women’s cycling. The organization aspires to achieve high
standards able to live up to the new horizon of women’s professional cycling.
2 | NOT ONLY ROAD CYCLING
The central themes for the development of the Giro d’Italia Donne are the enhancement of women in the world of
sports and the promotion of environmental sustainability.
3 | TERRITORY ENHANCEMENT
Present Italy to the international audience by promoting its territory, supporting the spreading of values,
traditions, history and gastronomic culture.
4 | WATCH THE RACE WHEREVER YOU ARE
We intend to provide the maximum public involvement, along with distribution and use of videos
anywhere.
5 | THE SPECTATORS AT THE STAGES
Plan the race event in an experiential perspective, with strong involvement and identification for the
public present at the stages, through the implementation of a commercial village and activities with
partners.
GIRO D’ITALIA DONNE 2021 6 | SPONSORSHIP OPPORTUNITIES
THE FUTURE IN Offer partners and sponsors an integrated project that guarantees 360° visibility and participation.
SIX GOALS:
The race event that we want to propose starting from 2021 aims to
affirm the Giro d’Italia Donne as the most prestigious stage race
in women’s road cycling.
GIRO D’ITALIA DONNE 2021
1. THE RACE
By analyzing the context of development and evolution of women’s cycling, and in order to
achieve the goal of repositioning the Giro d’Italia Donne 2021 to a World Tour category, PMG
Sport commits to define the fundamental assets to guarantee the success of a high-level
sporting event.
1.1 | FEMALE CYCLING
1.2 | STAGES 2021
1.3 | TEAMS
1.4 | LIVE RACE
1.5 | ORGANIZATION
THE RACE
1.1 FEMALE CYCLING
SPORT AND EMANCIPATION are the key words that have always defined the woman and bicycle duo.
2020:
• The number of female
members has increased by
1940s: A woman on a bicycle
25% (2018 vs 2019)
become a symbol of the Italian
1981: The first women’s Giro • 145 women participating
resistance movement.
delle Regioni d’Italia is born. in the 2020 women’s cycling
world championships.
8 0 0 9 4 0 9 6 1 9 8 1 0 2 0
1 1 1 1 2
1800: Women try their first 1961: Some women enrolled • Increase of UCI women’s stages.
attempt at cycling, despite the in the UCI (formerly UVI) are • Increased interest in women’s cycling with a
social and cultural difficulties able to compete at the world consequent expansion of the range of offers
of the time. championships held in Italy. in the clothing industry.
• Media coverage expansion: in 2020 PMG
distributed the Giro d’Italia Donne in 4
continents, reaching more than 6 million
people between TV and digital platforms in
Italy and abroad.THE RACE
1.2 STAGES 2021
Traveling around Italy by bicycle is one of the best ways to get to know
the country and during the ten days of the competition the athletes will
cover the following regions: Piedmont, Liguria, Lombardy, Veneto, Friuli-
Venezia Giulia.
Thursday: Teams Presentation in Piazza Galiberti, Cuneo
Friday: Fossano Cuneo (Team Time Trial)
Saturday: Vado Ligure - Prato Nevoso
Sunday: Casale Monferrato - Ovada
Monday: Formazza - Riale di Formazza (Individual time trial)
Tuesday: Carugate
Wednesday: Colico - Colico (Como Lake)
Thursday: Valtellina
Friday: Schio
Saturday: Fregona
Sunday: Cividale - MatajurTHE RACE 1.3 TEAMS Every year, athletes of all nationalities compete on the Italian streets, representing their countries. The teams involved in the Giro d’Italia Donne 2021 are: ITALY | Ale’ BTC Ljubljana GERMANY | Canyon// Sram Racing ITALY | Aromitalia –Basso Bikes – Vaiano GERMANY | Ceratizit –Wnt Pro Cycling Team ITALY | Bepink SWITZERLAND | Equipe Paule Ka ITALY | Eurotarget – Bianchi –Vittoria FRANCE | Fdj Nouvelle –Aquitaine Futurscope ITALY | Servetto –Piumate –Beltrami Tsa BELGIUM | Lotto Soudal Ladies ITALY | Top Girls Fassa Bortolo POLAND | CCC-Liv ITALY | Valcar –Travel & Service UCRAINE | LVIV Cycling Team SPAIN | Movistar Team Women RUSSIA | Cogeas Mettler Look Pro Cycling Team SPAIN | Bizkaia –Durango USA | Trek –Segafredo SPAIN | Cronos –Casa Dorada Women Cycling AUSTRALIA | Mitchelton Scott HOLAND | Boels Dolmans Cyclingteam KAZAKISTAN | Astana Women’s Team HOLAND | Team Sunweb
THE RACE
1.4 LIVE RACE
Each stage will be broadcast live and production will be organised according to UCI international
standards. A high-quality of production has always been a strong point in the PMG Sport model.
• OB VAN HD WITH EXPANDABLE DIRECTION
• GRAPHIC STATION FOR TIMING AND COMPUTING IN HD FORMAT
• DSNG VEHICLE FOR SIGNAL TRANSMISSION (DSNG HD/SD with DVBS2 technology)
• FIXED CAMERAS ON ARRIVAL
• 2 MOTORCYCLES WITH CAMERAS
• EQUIPMENT AND HELICOPTER WITH CINEFLEX CAMERA FOR THE TRANSMISSION OF
A/V SIGNALS MOUNTED ON 1 HELICOPTER
• EQUIPMENT AND AIRCRAFTS FOR THE REPETITION OF A/V SIGNALS MOUNTED ON 1
HELICOPTER OR PLANE
• RECEPTION OF RF SIGNALS DIRECTIONTHE RACE
1.5 ORGANIZATION
For the Giro d’Italia Donne 2021, it is planned to implement the most advanced and
innovative production to valorize the event and the visibility of the sponsors.
ORGANIZATION:
ADMINISTRATION: STRATEGIC MANAGEMENT BODY:
- Centralized management of all communications - Technical/sports director
- Online administrative office and/or on APP - Security and environment manager
- Logistics manager
SECURITY: - Marketing manager
- Road closure/permits - Communications and media manager
- Local traffic police and race support motorcycles - Administrative/financial manager
- Road signs, barriers, grandstands
- Medical assistance during the race (ambulances, OPERATING TEAMS:
doctors and paramedics) - Organisation staff
- Technical supplies and wheel changes during the - Providers of technical services
race
TELEVISION PRODUCTION:
- Standard Broadcast
- Live production of at least 45 minutes per stage
- Aerial footage
- Commentary in two languages ITA/ENGTHE RACE 1.5 ORGANIZATION MARKETING & COMMUNICATION: - Events before the race with media coverage - Workshops - Commercial village - Merchandising - Press office - Logo restyling - Restyling of the official website in two languages ITA/ENG - Restyling of the Technical Guide in two languages ITA/ENG - Social platforms live updates
THE RACE 1.5 ORGANIZATION
1. INVOLVE SPONSORS AND FUNDS TO MAKE THE ALLOCATION OF FINANCIAL RESOURCES
EQUAL AND DECREASE THE GAP BETWEEN MEN AND WOMEN.
2. ENGAGE FEMALE ATHLETES AND JOURNALISTS AND WOMEN INVOLVED IN POLITICS
AND INSTITUTIONS.
3. GUARANTEE MAXIMUM NATIONAL AND INTERNATIONAL MEDIA DISTRIBUTION
28,2%
CONI 2017
4.7M OF MEMBERS
NOT ONLY ROAD CYCLING
71,8%
2.1 APPRECIATION
47%
OF WOMEN IN THE INTERNATIONAL
OLYMPIC COMMITTEE
COMMISSIONS
SPORTS WORLD INSTITUTIONAL
REPRESENTATION
53%
“The sports world is not “woman-friendly”: in addition to the serious and
intolerable economic discrimination between male and female athletes,
the scarce presence of women in the management structures of the
various disciplines, the insufficient promotion of women’s sports, there is
a modest, inadequate and often stereotyped representation of women’s WOMEN AND SPORTS
2018 was the year of women in Italian sports on the podium
sports in the media.“
of disciplines considered only for men (3x3 Basketball World
Cup, European Boxing Championships, Football World Cup,
PyeongChang Winter Games).
Source: Manifesto “Media, Donna, Sport”PMG ACTIONS DURING GIRO
D’ITALIA DONNE 2021:
1. INFORM AND PROMOTE THE USE OF SUSTAINABLE TOOLS
NOT ONLY ROAD CYCLING
2. DECREASE CO2 EMISSIONS BY BEING REPRESENTATIVE OF
IMPORTANT VALUES
2.2 ENVIRONMENTAL
3. OPERATE IN A PLASTIC FREE WAY SUSTAINABILITY
“Not just physical benefits. The use of bicycles guarantees benefits
62% 38% to the environment, such as saving in CO2 emissions, and to the
wallet, with agreements that many countries have stipulated for
people who go to work by bike.”
62% ITALIANS INTERESTED IN SUSTAINABILITYDEVELOPMENT SCENARIOS
EUROPE 2019 ITALY 2019
AROUND 20 MILLION AROUND 1.713 MILLION
BICYCLES SOLD BICYCLES SOLD
THE ITALIAN MARKET VALUE OF BICYCLE SALES IS WORTH €1.35 BILLION (+ 7% AND + 13% VS 2018)
CYCLING: 1ST MOST SUSTAINABLE SPORT
93.500 km
ITALY +20.7% of cycling paths (2018)
NOT ONLY ROAD CYCLING MILAN 182 km of cycling +35KM OF CYCLING
paths PATHS (2020)
2.2 ENVIRONMENTAL ROME 250 km of cycling
paths
+150KM OF CYCLING
PATHS (2020)
SUSTAINABILITY PARIS 371 km of cycling
paths
+650KM OF CYCLING
PATHS (2020)
+21 KM OF URBAN STREETS
BARCELONA 200 km of cycling
paths CYCLING PATHS (2020)
TEMPORARY IMPLEMENTATION OF CYCLING PATHS AND REDUCTION
BUDAPEST OF THE PRICE OF BUBI (PUBLIC BIKE SHARING SERVICE)
LEICESTER TEMPORARY IMPLEMENTATION OF CYCLE PATHS
Source: ANCMA3. TERRITORY ENHANCEMENT
THE GIRO D’ITALIA DONNE 2021 CAN ALSO BE SEEN AS A WAY TO GIVE VALUE TO ITALY,
THROUGH WHICH IT IS POSSIBLE TO REVAMP TOURISM BY ENHANCING THE ENOGASTRONOMIC
TRADITIONS, THE ENVIRONMENT AND THE ARTISTIC HERITAGE.
NARRATION OF CYCLING THROUGH EXPERIENTIAL
TOURISM:
it is an alternative way to discover and appreciate the Bel Paese; 2019 counted 20.5 million overnight stays for
Italian cyclists with the possible achievement of 26 million in 2020.
IN SUPPORT OF THIS POSITIVE TREND, PMG SPORT
PROPOSES DIFFERENT ACTIVITIES ON THE OCCASION
OF THE GIRO D’ITALIA DONNE 2021:
1. ENOGASTRONOMIC TOUR:
Creation of a bicycle route that covers part of the selected stages of the Giro d’Italia Donne 2021, to
discover local flavours and tastes, involving high-level facilities.
2. CULTURAL EMERGENCIES:
Identification of the historical, architectural and artistic treasure of the main cities, promoting the
Italian cultural heritage and fully expressing its international prestige.
Source: ANCMA4. WATCH THE RACE
WHEREVER YOU ARE
SINCE 2014 PMG HAS BROUGHT LIVE SPORT IN SIMULCAST TO BROADCAST CHANNELS AND WEB.
IN PARTICULAR, PMG HAS DISTINGUISHED ITSELF BY OFFERING LIVE EVENTS FOR FREE WITH A
NATIONAL AND INTERNATIONAL DISTRIBUTION.
4.1 4.2 4.3
ENJOY MULTI-PLATFORM, MULTI- NATIONAL AND INTERNATIONAL AUDIENCE DATA 2020
CHANNEL PMG, WHEREVER YOU ARE. DISTRIBUTION ON THE MAIN TV
AND WEB BROADCASTERS4. WATCH THE RACE
WHEREVER YOU ARE
4.1 ENJOY MULTI-PLATFORM, MULTI-CHANNEL PMG,
WHEREVER YOU ARE.
PMG MAKES THE EVENT ACCESSIBLE FROM ALL DEVICES AND PLATFORMS, BOTH
BROADCAST AND DIGITAL.
IN PARTICULAR, A STRONG LIVE STREAMING DISTRIBUTION HAS BEEN DEVELOPED
WITH:
social channels PMG Sport
(# girorosa2020 totaled over + 1M users
reached during the live broadcasts)
THE PMG PLAYER on the pmgsport.it site and
generalist and vertical publishing platforms
in Italy (repubblica.it, tuttobiciweb, La7) and
abroad.4. WATCH THE RACE
WHEREVER YOU ARE
4.2 NATIONAL DISTRIBUTION ON THE MAIN TV AND WEB
BROADCASTERS
WWW.GIROROSA.IT OF4. WATCH THE RACE
WHEREVER YOU ARE
4.2 INTERNATIONAL DISTRIBUTION ON THE MAIN TV
AND WEB BROADCASTERS4. WATCH THE RACE
WHEREVER YOU ARE
4.3 AUDIENCE DATA 2020
THE GIRO ROSA 2020 REACHED A TOTAL OF:
+4.377.000
Views on Italian and international TV
+2.100.000
Users reached across the Digital Networks of PMG
(repubblica.it, tuttobiciweb, pmgsport.it, girorosa.
it) and Social Network (PmgSport Facebook and
YouTube page, twitter #girorosa)5. THE SPECTATORS AT THE STAGES TO WELCOME AND TAKE CARE OF GUESTS DURING THE RACE EVENT IS ONE OF THE MAIN GOAL OF PMG SPORT: WE WANT THE PUBLIC TO FEEL THE PROTAGONIST, TOGETHER WITH THE ATHLETES, SO THAT THIS TOUR DOES NOT REMAIN ONLY A MEMORY FROM A MERE ONLOOKER POINT OF VIEW, BUT IT IS FULL OF EMOTIONS AND A GREAT EXPERIENCE OVERALL. COMMERCIAL VILLAGE - SPACES AVAILABLE FOR EACH SPONSOR - FOOD COURT - BIG SCREEN AREA TO WATCH THE RACE - CHILDREN’S PLAY AREA
COMMUNICATION
WEBSITE SOCIAL GIRO D’ITALIA - L’ANITACOMMUNICATION PLAN
PRE LAUNCH: #
- E-GIRO D’ITALIA DONNE: e-sports competition during which 3 stages of the Giro d’Italia Donne 2021 are unveiled. The athletes and users connect to the
Race via the interactive bikes and compete with each other.
Tv & Web distribution in Italy and abroad.
Communication: 2 issues per stage (pre and post) in national and international specialist press,
3 posts per stage (pre-during-after) on the official Twitter, Instagram, Facebook social channels of the Giro and social media accounts of the influencers.
- GIRO D’ITALIA DONNE EVENT: dedicate a day to the Giro d’Italia Donne 2021 with various entertainment activities. A video clip is made as a summary of
the day. The involvement of athletes, influencers and sponsors is expected.
Video clip distribution on the web: PMG network + social channels.
Communication: 3 issues (pre-approach-post) in the national and international specialist press and general press, 3 posts on the official Twitter, Instagram,
Facebook social channels of the Giro and social media accounts of the influencers, 1 TV report in the news of the main broadcasters.
- GIRO D’ITALIA DONNE CHALLENGE: launch a challenge on the official social channels of the Giro d’Italia Donne 2021 to select the audience who will be
able to take part in the side activities during the Giro.
Communication: 2 issues (pre-post) in the national and international specialist press and general press, posts on the official Twitter, Instagram, Facebook
GIRO D’ITALIA DONNE 2021
social channels of the Giro and social media accounts of the influencers.
- GIRO D’ITALIA DONNE WORKOUT: : athlete training with #Giroditaliadonneworkout. Virtual workouts organised with the Giro Patroness and
influencers.
Distribution: live streaming on the social channels Twitter, Instagram, Facebook of the Giro.
Communication: 1 issue in the national and international specialist press and general press, posts on the official Twitter, Instagram, Facebook social
channels of the Giro and social media accounts of the influencers.COMMUNICATION PLAN
LAUNCH: #
· OFFICIAL LAUNCH OF THE GIRO D’ITALIA DONNE 2021 TO THE MEDIA AND THE PRESS
VIDEO CLIP PRODUCTION:
- VIDEO CLIP DISTRIBUTION: PMG NETWORK + SOCIAL CHANNELS
- LIVE STREAMING: PMG NETWORK
- COMMUNICATION: 2 issues (pre-post) in the specialist press, TV: 1 report on the main national broadcasters, 3 posts on the official Twitter,
Instagram, Facebook social channels of the Giro and social media accounts of the influencers.
· PRESENTATION OF THE TEAMS: AT PIAZZA GALIMBERTI IN CUNEO
- LIVE STREAMING: PMG NETWORK + SOCIAL CHANNELS
- COMMUNICATION: 1 issue in the national and international specialist press and general press, 1 post on the official Twitter, Instagram, Facebook
GIRO D’ITALIA DONNE 2021
social channels of the Giro and social media accounts of the influencers.COMMUNICATION PLAN
AFTER: #
· GIRO D’ITALIA DONNE BY NIGHT: GALA EVENING AT THE END OF THE EVENT.
- GET TO KNOW THE ATHLETES’ STORIES AND INVOLVE WOMEN ATHLETES FROM OTHER SPORTS.
VIDEO CLIP PRODUCTION:
- VIDEO CLIP DISTRIBUTION: PMG NETWORK + SOCIAL CHANNELS
- COMMUNICATION: 1 issue in the national and international specialist press and general press, 1 post on the official Twitter, Instagram, Facebook social channels of the
Giro and social media accounts of the influencers.
· GIRO D’ITALIA DONNE INSIGHTS: EXTRA VIDEO CONTENTS WITH INDUSTRY EXPERTS FOR CYCLING INSIGHTS.
- VIDEO CLIP DISTRIBUTION: PMG NETWORK + SOCIAL CHANNELS
GIRO D’ITALIA DONNE 2021
- COMMUNICATION: 1 issue per Clip Production in the national and international press, 1 post per Clip on the official Twitter, Instagram, Facebook social channels of the Giro
and social media accounts of the influencers.6. SPONSORSHIP
OPPORTUNITIES
DIGITAL ON SITE
- WEBSITE LOGO - BACKDROP INTERVIEWS AT ARRIVAL/DEPARTURE
- PUSH BANNER: the video display is reduced and - AWARDS STAGE
is activated by the PMG Sport direction every 15 - ARCH ON ARRIVAL/XKM
minutes for the duration of 10 seconds at each - DEPARTURE/ARRIVAL LEDS
passage. - INFLATABLES AT DEPARTURE/ARRIVAL
- PUSH DOWN: consists of adding an area that shows
JERSEYS SECTION
the video and places it at the top of the site header.
- PINK JERSEY: winner in general classification
- BRANDED CONTENT: PMG in agreement with
- WHITE JERSEY: best young rider
Facebook to sponsor content promoting the partner
- GREEN JERSEY: best climber in Mountains stages
company’s brand with the indication “sponsored”.
- CYCLAMEN JERSEY: best in points classification
- BLUE JERSEY: TBC
PRESS
- OFFICIAL RELEASES
- ANITA: cover, inside page
BENEFITS
- STICKERS ON CARS
- PASS: authorities, guests, staff, team, pressGIRO D’ITALIA
DONNE 2021
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