The Giro d’Italia generated $36.1 million in sponsorship revenue in 2025, a sharp fall from the previous year as the number of brand partners dropped, according to new figures from GlobalData.
The latest Post Event Analysis – Giro d’Italia 2025 shows that the race, which ran from 9 May to 1 June between Durrës, Albania and Rome, Italy, secured 54 sponsors this year compared with 65 in 2024. The decline in backing meant overall sponsorship value fell by $12.5 million year on year.
Thirteen new companies came on board for the 2025 edition, including Red Bull, Suzuki, Tudor and Continental, alongside firms in food, clothing and IT services such as Conad, Sanmarco Informatica and PharmaNutra. However, 24 brands failed to renew their partnerships from last year.
Olivia Snooks, sports analyst at GlobalData, said: “The 2024 Giro d’Italia accumulated an estimated $48.6 million in sponsorship from 65 companies. In comparison, the 2025 edition had 11 fewer sponsors and saw a notable decrease in annual sponsorship revenue.”
The overall prize purse for this year’s event was estimated at €265,668 ($308,334), collected by winner Simon Yates.
The Giro’s broadcasting arrangements also contributed to challenges for fan engagement. Discovery, which owns Eurosport, is in the final year of a five-year global rights deal valued at around $90 million, or $18 million annually. However, with Eurosport discontinued in the UK, coverage has shifted to TNT Sports via the Discovery+ platform, raising subscription costs for British fans.
Snooks noted: “UK viewers faced a significant change in accessing live coverage, and the shift to Discovery+ with TNT Sports has affected accessibility for cycling fans.”
Despite the sponsorship shortfall, the race remains one of cycling’s marquee events, drawing crowds of spectators along its route, where roadside viewing is free. Organisers RCS Sport and partners such as Sportive Breaks also market premium hospitality packages, priced from around $220 at stage starts to $700 at grandstand finishes.
Attendance figures for 2025 have not yet been released, but host cities typically record a surge in visitor numbers during stage starts and finishes, underlining the event’s broader economic impact.
The challenge for organisers now will be to balance the Giro’s enduring global appeal with a more sustainable sponsorship and broadcasting model as competition for sports marketing budgets intensifies.