In the year of the company’s 60th anniversary, the 11th stage of the Corsa Rosa—officially sponsored by Regina, the Group’s flagship brand—will see its “KM 0” start at the headquarters on Via Giuseppe Lazzareschi in Porcari (Lucca).
Planned activities include the sponsorship of the “Gran Premio della Fuga” (Breakaway Grand Prix), a team in the Giro-E, themed podcasts, and limited-edition products.
Regina, a brand of the Sofidel Group—one of the world leaders in the manufacture of paper for hygienic and domestic use—confirms its presence as an Official Sponsor of the Giro d’Italia for the second consecutive year, showcasing a series of activities taking place throughout the month of May.
A Stage Dedicated to the Lucca “Paper District” and a Tribute to Sofidel’s Two Founders
On May 20th, the start of the 11th stage of the Giro will take place in Porcari, home to Sofidel’s headquarters. Named “Porcari (Paper District) – Chiavari”, this stage represents a tribute to the Lucca paper district—one of the largest in the world—where the Group grew and still maintains its operational heart.
Furthermore, this stage will also serve to honor the memory of the two founders of the Sofidel Group. Following the gathering in Piazza Felice Orsi, the riders will set off from Viale Emi Stefani, with the official “Kilometer Zero” (marking the official start of the race) located at the Sofidel headquarters on Via Giuseppe Lazzareschi. This will be a special moment dedicated exclusively to the Group’s employees.
“The Giro d’Italia is a sporting event that, in traversing Italy, tells the story of its identity,” stated Luigi Lazzareschi, CEO of Sofidel. “Hosting a stage start in Porcari during our 60th anniversary year holds a meaning for us that goes far beyond a sports partnership. It is a tribute to a territory, an industrial supply chain, and an entrepreneurial history deeply rooted in this land. We are proud to share this celebration with the entire Lucca paper district, our people, and everyone who over the past sixty years has helped build what Sofidel is today: a global player present in 12 countries in Europe and 12 states in the USA.”
Regina’s Initiatives: Community, Values, and Engagement
Regina’s campaign for the Giro d’Italia operates on several levels:
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The 60-km Arch: Along the route of each stage, a Sofidel-branded arch will be positioned exactly 60 kilometers from the finish line, a direct nod to the Group’s 60th anniversary.
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“Gran Premio della Fuga” Sponsorship: Regina will sponsor this prize, awarded to the rider who spends the most kilometers in a breakaway during the entire competition. This award celebrates initiative and sporting courage—values core to the brand’s identity.
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The Giro-E Team: Regina will field its own team in the Giro-E, the e-bike competition running alongside the main Giro d’Italia. The team will be captained by Claudio Chiappucci (“El Diablo”), one of the most beloved figures in 1990s Italian cycling, and will consist of Group employees and stakeholders.
Themed Products, Commercials, and Content
Starting in May, Regina products will hit the shelves in a limited edition dedicated to the Giro: the packaging of Rotoloni Regina, Regina Asciugoni, Regina Cinquestelle, and Regina Fazzoletti Tascabili will all be dressed in pink.
Additionally, a special guest will visit Porcari: the now-famous mummy from the latest Rotoloni Regina advertising campaign. The commercial continues to air with a special Giro-themed ending highlighting the sponsorship of the event.
Finally, following the success of last year’s edition (“Emozioni che non finiscono mai”), Sofidel has launched a new podcast series titled “Storie che non finiscono mai” (Never-Ending Stories), dedicated to the most memorable tales of the last 60 years of Italian cycling. Hosted by commentator and former cyclist Riccardo Magrini, each episode explores a decade of cycling alongside an exceptional guest (Franco Bitossi, Giuseppe Saronni, Claudio Chiappucci, Giuseppe Martinelli, Luca Guercilena, Alessandra Giardani), while briefly introducing Sofidel’s successful journey.
Produced by DR Podcast, the first 3 episodes will be available starting Friday, May 8th on all major audio platforms (including Spotify, YouTube, Apple Podcasts, and Amazon Music). The remaining episodes will be released on Friday, May 15th.
Photo/Sofidel
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