The Giro d’Italia is a major annual multiple-stage cycling race with a large and enthusiastic following. Starting in Durrës, Albania and ending in Rome, Italy, the three-week cycling race took place from 9 May to 1 June 2025. The 2025 edition of the Giro d’Italia boasted 54 sponsors and generated an estimated total annual sponsorship value of $36.1 million, reveals GlobalData, a leading data and analytics company.
GlobalData’s latest report, “Post Event Analysis – Giro d’Italia 2025,” reveals that the total prize purse for the race winner Simon Yates was estimated to have been €265,668 ($308,334). The event attracted 13 new sponsors for the 2025 edition. However, 24 brands did not renew or extend their sponsorship from the 2024 edition.
Olivia Snooks, Sport Analyst at GlobalData, comments: “The 2024 Giro d’Italia accumulated an estimated annual sponsorship value of $48.62 million from 65 companies. In comparison, the 2025 Giro d’Italia had 11 fewer sponsors and experienced a decrease of $12.52 million in annual sponsorship revenue.”
The new sponsors of the 2025 Giro d’Italia were IUMAN, Conad, Clivet, Tudor, Red Bull, Socage, Sanmarco Informatica, Continental, Suzuki, Regina, PharmaNutra, Kometa Italia, and Nimb. These brands’ industries ranged from clothing & accessories, automotive, entertainment & leisure, and food & beverages.
International media company Discovery acquired non-exclusive global rights to cycling’s Giro d’Italia on a five-year deal. It was announced in February 2021, covering the 2021 to 2025 editions of the Giro d-Italia. The deal is estimated to be valued at $90 million, with an annual figure of $18 million, according to GlobalData. While Discovery (Eurosport) holds the non-exclusive rights, its deal with RCS Sport includes exceptions for other media broadcasters, across countries to share broadcasting.
Snooks continues: “In 2025, UK viewers of the Giro d’Italia faced a significant change in accessing live coverage due to a discontinuation of Eurosport in the UK and the integration of its cycling content into TNT Sports, available through the Discovery+ platform. This shift resulted in an increase in subscription costs, affecting accessibility for cycling fans.”
The race’s popularity ensures a vibrant atmosphere throughout the event. General viewing of the race along the roadside is typically free for spectators. However, some areas, particularly during stage starts and finishes, might have designated viewing areas or VIP hospitality packages that require tickets.
Snooks concludes: “While specific attendance numbers for the 2025 edition are not yet available, cities hosting the start or finish of stages often experience a significant influx of visitors. Event organizers, such as RCS Sport and Sportive Breaks, have a range of viewing and activity options, from cycling the route alongside the race to VIP hospitality packages starting at $220 for the first stage and $700 for a view at the finish.”
