Italian discount retail store chain Eurospin has signed a multi-year deal to sponsor the white jersey in cycling race the Giro d’Italia.
Under the agreement with the Giro’s operating group RCS Sport, Eurospin’s branding will feature on the jersey worn by the leading young rider in the race.
Ivan Odorizzi, Eurospin Italia chairman, said: “We are a chain owned 100-per-cent by Italians, and the Giro d’Italia is in harmony with our localisation in the territory, which is almost entirely covered by around 1,000 shops. Moreover this is at the same time a high profile sporting event that everyone can watch live for free. This is in line with the smart way of shopping: quality at the best price. We particularly like the message ‘carried by the white jersey’ too, because we are a young company with many young customers.”
The white jersey was introduced to the Giro d’Italia in 1976 and was last worn by Colombian star Nairo Quintana (pictured), who also won the 2014 general classification.
The 98th edition of the Giro d’Italia – one of cycling’s three ‘Grand Tours’ along with the Tour de France and Vuelta a Espana, runs from May 9-31 from Liguria to Milan, taking in 13 Italian regions.
RSC Sport owns four UCI WorldTour cycling events, with Milan-Sanremo, Il Lombardia and Tirreno-Adriatico standing alongside the Giro.