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New Holland sponsors the Giro d'Italia

by Patrizia Menicucci
January 2022 | Back

New Holland Agriculture is expanding its range of promotional activities. This year it will be the official sponsor of the 105th edition of the Giro d'Italia, where it will be present with its own brand along the routes of the cycling event.

Divided into 21 stages, the sporting event - historically the first of a series of European cycling events - will start on 6 May from Budapest and will make two more stages in Hungary before coming to Italy for the remaining ones, ending in Verona on 29 May. After Hungary, the 3,410 kilometre race will pass through 14 Italian regions, from Trentino to Puglia, and through landscapes and rural areas characterised by the most varied agricultural crops for which New Holland Agriculture offers a wide range of the most advanced technologies.

Sean Lennon, Vice President Europe of the agricultural machinery company, testified to the enthusiasm for this sponsorship, which during the three weeks of the Giro d'Italia will allow the company "to stand by the many fans and rural communities that passionately follow this competition". 

Carlo Lambro, New Holland Brand President, goes on to say that "sponsoring the Giro d'Italia is a perfect match because the race shares with New Holland the values of power, innovation, determination, passion and sustainability that are at the heart of everything we do".  The race organisers, in the words of RCS Sport Sales & Partnership Director Matteo Mursia, declare themselves "very proud to announce the partnership with New Holland. The Giro d'Italia is the ideal platform to give visibility to Italian excellence, its territory and a brand as prestigious and historic as New Holland."

On 26 January, 100 days before the start of the race, the cities that will host the stages of the Giro will light up their iconic monuments in pink to celebrate the race, an event that New Holland will accompany with a whole series of side initiatives dedicated to dealers and customers.


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