Luxury fashion brands quietly making moves in Giro d’Italia sponsorship

The Giro d'Italia is one of the three grand tours of cycling alongside Vuelta a España and Tour de France. This three-week Italian race attracts millions of viewers worldwide which gives partner brands massive exposure through television coverage and global media attention.

The event has welcomed sponsorships from big names such as Toyota and Red Bull over the years. Recently, luxury fashion houses have also entered this sponsorship space. High-end brands now view the Giro d'Italia as an attractive opportunity that reaches affluent audiences around the world.

Professional cycling has grown to embrace sponsorships from various industries, similar to other major sports. Football clubs regularly partner with airlines such as Emirates and Etihad and technology companies like Samsung. Many casino and betting brands have also invested heavily in sports partnerships.

The reason for this trend is simple: brands get more exposure through sponsorships than traditional advertising channels. Television cameras capture brand logos for hours during each stage of the competition and spectators along the route see team jerseys and equipment up close. Social media coverage extends the reach even further. Cycling also attracts high-income fans who can afford premium products. The sport's image of adventure and performance is in line with what luxury brands want to represent. The timing also works well as cycling season overlaps with the fashion seasons, which gives brands multiple chances to showcase new collections.

IUMAN is a well-known Italian men's underwear brand that has made significant moves in Giro d'Italia sponsorship. The company has quietly become one of the most visible fashion sponsors in professional cycling.

IUMAN became the main sponsor of the Maglia Bianca (white jersey) in 2021. This special jersey goes to the best young rider in the race. The cyclist must be 25 years old or younger and have the fastest overall time among riders in this age group to win it.

The Giro d'Italia features four main jerseys that riders compete for throughout the race. Each jersey represents a different achievement. The Maglia Rosa (pink jersey) goes to the overall race leader with the fastest total time across all stages. The Maglia Azzurra (blue jersey) is awarded to the best climber who earns the most points on mountain stages. The Maglia Ciclamino (purple jersey) goes to the rider who collects the most points in sprint sections and intermediate competitions.

IUMAN expanded its involvement even further in April 2025. The brand signed a new sponsorship deal to sponsor the prestigious Maglia Rosa, the most coveted jersey in the entire race. Representatives from IUMAN and RCS Sport & Events attended the official launch ceremony.

Tudor currently holds the honor of being the official timekeeper of the Giro d'Italia. The fashion company has built a strong reputation based on its exquisite wristwatch collections that work with many different fashion styles. The Giro d'Italia gives them the perfect stage to display their watches that combine high-end fashion with sports gear. A good example is their Black Bay Chrono "Carbon 25" product.

Kappa is another fashion brand that wants to make a statement in the competition. They provide polos in collaboration with All4cycling during the tournament. Their brand is present in several elite events, making them a worthwhile mention.

The Castelli brand is popular for its expertise in sportswear and accessories, and it is the official supplier of cycling wear for the tournament. The company has also made a mark in the production of elite non-sportwear, most of which draw inspiration from athletic wear.

The Giro d’Italia is one of the biggest cycling events in the world, which draws the attention of several hundred thousand viewers from around the world. Many of these viewers are elite shoppers who have an eye for luxury. As a result, fashion brands sponsoring the event have an avenue to improve their brand exposure.

A shot capturing the ride of an influential cyclist can fit into a marketing story to sell a brand that may have sponsored the event. Also, documentaries and behind-the-scenes footage can fit into the targeted marketing strategies of luxury fashion brands. Brands such as Tudor and UIMAN are among these luxury fashion brands and they have taken advantage of the opportunity to gain a number of benefits. These benefits include targeted content creation, the merchandise of crossover products and the chance to attract elites.