The 2024 Giro d’Italia was the 107^th edition of the Giro d’Italia, a three-week Grand Tour cycling stage race. It was sponsored by 65 brands, with Enel holding the largest sponsorship deal, which saw the energy company sponsor the race leader’s pink jersey, the iconic Maglia Rosa. The following three largest sponsors in terms of annual deal value, Banca Mediolanum, Italian Trade Agency, and Eataly are the other shirt sponsors for the 2024 edition’s blue jersey (Maglia Azzura), purple jersey (Maglia Ciclamino), and white jersey (Maglia Bianca). Overall, the Giro d’Italia 2024 generated $48.63 million in sponsorship revenue, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report ‘Post Event Analysis – Giro d’Italia 2024’ reveals that the annual broadcast revenue for the 2024 Giro d’Italia was estimated to be worth $30.10 million. The race winner, Tadej Pogaçar, is estimated to have earned around $451,151 (€414,751) from prize money.

Olivia Snooks, Sport Analyst at GlobalData comments: “The iconic Maglia Rosa represents the overall leader of the Giro d’Italia. Each Grand Tour cycling has a different colored jersey for the race leader. Therefore, it is not surprising that the largest annual value deal is with the sponsorship of the pink jersey, which was worn by the race leader, gets the most exposure throughout the 21 stages of the race.”

Over the 21 stages of the 2024 Giro d’Italia, 17,168,000 viewers tuned in on Rai 2 and 4,182,000 on Rai Sports HD. Rai is a public-service broadcaster in Italy. The total live broadcast on Rai 2 was 57 hours and 27 minutes, with an average viewership of 1,366,000, with a 13.2% share, which was an increase of 0.8% compared to 2023. The most viewed stage, both in terms of spectators and share, was the 20^th, watched by 2,533,000 viewers on Rai 2.

Snooks Continues: “The 20^th stage was, in fact, the stage in which Pogačar cemented his Giro d’Italia victory with a win over the double ascent of the Monte Grappe. Given that the Giro d’Italia is one of the most popular and prestigious races on the Grand Tour, it generates a large TV audience, specifically in the latter stages of the race.”

The total prize money for the 2024 Giro d’Italia that was distributed throughout the 21 stages was $1,746,618. Every day, the winner of the stage wins $11,973, while there is also a range of economic earnings for the overall classification. Theoretically, there are 420 daily prizes over the course of the entire Giro d’Italia just for the stage placings.

Snooks concludes: “The gap in classification earnings between Tadej Pogačar, who finished first, compared to 10^th position is huge. Just from classification earnings, Pogačar earned $288,927. This shows how economically beneficial it is to be wearing the Maglia Rosa throughout the stages of the race. This money isn’t just beneficial for the team but also for team assistants, mechanics, and other team members.”