On the occasion of the 109th edition of the Giro d’Italia, for which Sofidel is an official sponsor through its Regina brand, the Porcari-based paper group presents 7 episodes featuring a journey through memory, historic rivalries, and the evolution of the cycling world.
Regina, the flagship brand of the Sofidel Group—one of the world leaders in the production of paper for hygienic and domestic use—and official sponsor of the Giro d’Italia, is amplifying its presence at the “Corsa Rosa” with “Stories That Never End” (Storie che non finiscono mai). This podcast and video series retraces the most significant milestones of sixty years of Italian cycling.
In the year of Sofidel’s 60th anniversary, this chronicle of Italian cycling also serves as an opportunity to briefly revisit the history of the Group and the country where it was founded and raised, before setting out to conquer European and US markets. This project follows “Emotions That Never End,” the first season launched during the 2025 edition of the Giro.
With this new series, Regina confirms its strategy of building, alongside traditional campaigns, a digital narrative capable of generating independent editorial value that lasts beyond the competition period.
The episodes are hosted by Riccardo Magrini, a former professional cyclist and currently one of the most recognizable voices in the Italian cycling landscape. He is joined by seven key figures from the cycling world who have experienced the sport across different eras and perspectives, contributing to its history both inside and outside the races: Franco Bitossi, Giuseppe Saronni, Claudio Chiappucci, Giuseppe Martinelli, Luca Guercilena, Alessandra Giardani, and Pier Augusto Stagi.
Seven episodes, each dedicated to a decade—with the final one looking toward the future: this is the itinerary proposed by “Stories That Never End.” It is a journey through different eras and atmospheres—from the seasons when the bicycle embodied the redemption of an entire generation, to the rivalries that captivated and divided the country, to today’s cycling, a global discipline shaped by data, science, and new performance models. It is a sporting history that is, at the same time, a social and cultural history.
Produced in collaboration with Dr Podcast Audio Factory, the episodes are available on Spotify, YouTube, and all major listening platforms.
Photo/Sofidel
RELATED NEWS
