GIRO D’ITALIA DONNE 2021

d’Italia donne 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 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.

1800 1940 1961 1981 2020

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 - Matajur THE 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 | Fdj Nouvelle –Aquitaine Futurscope ITALY | Servetto –Piumate –Beltrami Tsa | Lotto Soudal Ladies ITALY | Top Girls Fassa Bortolo | CCC-Liv ITALY | Valcar –Travel & Service UCRAINE | LVIV Cycling Team | 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 DIRECTION THE 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/ENG THE 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 INVOLVE SPONSORS AND FUNDS TO MAKE THE ALLOCATION OF FINANCIAL RESOURCES 1. EQUAL AND DECREASE THE GAP BETWEEN MEN AND WOMEN.

ENGAGE FEMALE ATHLETES AND JOURNALISTS AND WOMEN INVOLVED IN POLITICS 2. AND INSTITUTIONS. 3. GUARANTEE MAXIMUM NATIONAL AND INTERNATIONAL MEDIA DISTRIBUTION

28,2% CONI 2017 4.7M OF MEMBERS NOT ONLY ROAD CYCLING 2.1 APPRECIATION 71,8% 47% INTERNATIONAL OF WOMEN IN THE OLYMPIC COMMITTEE COMMISSIONS INSTITUTIONAL SPORTS WORLD 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 sports in the media.“ 2018 was the year of women in Italian sports on the podium 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

DECREASE CO2 EMISSIONS BY BEING REPRESENTATIVE OF NOT ONLY ROAD CYCLING 2. 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 62% ITALIANS INTERESTED IN SUSTAINABILITY people who go to work by bike.” DEVELOPMENT SCENARIOS 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 km of cycling +35KM OF CYCLING MILAN 182 paths PATHS (2020)

km of cycling +150KM OF CYCLING 2.2 ENVIRONMENTAL ROME 250 paths PATHS (2020) +650KM OF CYCLING PARIS km of cycling SUSTAINABILITY 371 paths PATHS (2020) +21 KM OF URBAN STREETS BARCELONA km of cycling 200 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: ANCMA 3. 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: ANCMA 4. 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 BROADCASTERS 4. 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    OF 4. WATCH THE RACE WHEREVER YOU ARE 4.2 INTERNATIONAL DISTRIBUTION ON THE MAIN TV AND WEB BROADCASTERS 4. 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’ANITA GIRO D’ITALIA DONNE 2021 Communication: 3issues (pre-approach-post) inthenational andinternational specialist press andgeneral press, 3posts ontheofficial Twitter, Instagram, Video clipdistribution ontheweb: PMGnetwork +socialchannels. the day. The involvement ofathletes, influencers andsponsorsis expected. F 3posts perstage (pre-during-after) ontheofficial Twitter, Instagram, Facebook socialchannelsoftheGiro andsocialmedia accounts oftheinfluencers. Communication: 2issues perstage (pre andpost) innational andinternational specialist press, Tv &Web distribution inItalyand abroad. Race viatheinteractive bikes andcompete witheachother. socialchannelsoftheGir Communication: 2issues (pre-post) inthenational andinternational specialist press andgeneral press, posts ontheofficial Twitter, Instagram, Facebook able to take partinthesideactivitiesduringGiro. - GIROD’ITALIA DONNEWORKOUT - GIROD’ITALIA DONNECHALLENGE - GIROD’ITALIA DONNEEVENT PRE LAUNCH: COMMUNICATION PLAN channelsoftheGir Communication: 1issue inthenational andinternational specialist press and general press, posts ontheofficial Twitter, Instagram, Facebook social Distribution: live streaming onthesocialchannels Twitter, Instagram, Facebook oftheGiro. influencers. - E-GIROD’ITALIA DONNE acebook socialchannelsoftheGiro andsocialmediaaccounts ofthe influencers, 1TV report inthenews ofthemainbroadcasters. o andsocialmediaaccounts of theinfluencers. # o andsocialmediaaccounts oftheinfluencers. : e-sportscompetition duringwhich3stages of theGiro d’ItaliaDonne2021 are unveiled. The athletes andusersconnect to the : dedicate aday to theGiro d’ItaliaDonne2021 withvarious entertainment activities.Avideoclipismadeasasummaryof : athlete training with#Giroditaliadonneworkout. Virtual workouts organised withtheGiro Patroness and : launchachallengeontheofficialsocialchannels oftheGiro d’Italia Donne 2021 toselecttheaudience whowillbe

GIRO D’ITALIA DONNE 2021 socialchannelsoftheGir - COMMUNICATION: 1issue inthenational andinternational specialist press andgeneral press, 1post ontheofficial Twitter, Instagram, Facebook - LIVESTREAMING: PMGNETWORK +SOCIALCHANNELS · PRESENTATION OFTHETEAMS: AT PIAZZA GALIMBERTI IN CUNEO Instagram, Facebook socialchannelsoftheGiro andsocialmediaaccounts oftheinfluencers. - COMMUNICATION: 2issues (pre-post) inthespecialist press, TV: 1report onthemain national broadcasters, 3posts ontheofficial Twitter, - LIVESTREAMING: PMGNETWORK - VIDEOCLIPDISTRIBUTION: PMGNETWORK +SOCIALCHANNELS VIDEO CLIPPRODUCTION: · OFFICIALLAUNCH OFTHEGIROD’ITALIA DONNE2021 TO THEMEDIAAND PRESS LAUNCH: COMMUNICATION PLAN # o andsocialmediaaccounts oftheinfluencers.

GIRO D’ITALIA DONNE 2021 and socialmediaaccounts oftheinfluencers. - COMMUNICATION: 1issue perClipProduction inthenational andinternational press, 1post perCliponthe official Twitter, Instagram, Facebook socialchannelsoftheGiro - VIDEOCLIPDISTRIBUTION: PMGNETWORK +SOCIALCHANNELS · GIROD’ITALIA DONNEINSIGHTS: EXTRAVIDEOCONTENTS WITHINDUSTRY EXPERTS FOR CYCLING INSIGHTS. Gir - COMMUNICATION: 1issue inthenational andinternational specialist press andgeneral press, 1post ontheofficial Twitter, Instagram, Facebook socialchannelsofthe - VIDEOCLIPDISTRIBUTION: PMGNETWORK +SOCIALCHANNELS VIDEO CLIPPRODUCTION: AFTER: COMMUNICATION PLAN - GETTO KNOW THEATHLETES’ STORIES ANDINVOLVE WOMEN ATHLETES FROMOTHER SPORTS. · GIROD’ITALIA DONNEBY NIGHT: GALAEVENINGAT THE ENDOFEVENT. o andsocialmediaaccounts oftheinfluencers. #

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, press GIRO D’ITALIA DONNE 2021

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