In Brussels, at the Italian Institute of Culture, the first edition of an event dedicated to promoting the Italian cycling supply chain took place, realized thanks to the synergy between ICE Agency – Brussels Office, the Italian Embassy in Belgium and the Professional Cycling League. The initiative was born with the objective of enhancing the strategic role of the Italian cycling ecosystem, considered in its entirety: from industrial production and technological innovation to professional competitions and the development of cycle tourism.

Present: Tindaro Paganini (ICE), Isidoro Nigri (Italian Embassy in Belgium), Filippo Pozzato, Alessandro Tegner (Soudal Quick-Step), Manolo Bertocchi (Colnago), Alessandro Ballan, Vincent Del Forno (Mapei Benelux), Simone Gobello (Meta/Luxottica) Marcel Vulpis, Francesco Frattini (Alka), Stefano Feltrin and Roberto Ciambetti (Cycling League).

Institutional Greetings

During the opening session, the director of the ICE Brussels office, Tindaro Paganini, emphasized the importance of choosing Belgium as the venue for the event: "The choice of Belgium as the venue for the event is not coincidental, but reflects the country's strategic role as a European hub for sustainable mobility and a reference point for cycling culture. Through business forums, international meetings, activities between companies and the presence of great cycling champions, as ICE we are creating concrete growth opportunities for businesses, fostering new commercial partnerships and developing new markets".

Massimiliano Fedriga, President of the Conference of Regions, highlighted the value of sport for territorial development: "The conference believed in the Professional Cycling League project from the beginning, presided over by Roberto Pella. Sport is a key to social and economic sustainability of our communities. Professional cycling responds to these needs, focusing on healthy lifestyles, equal opportunities and territorial enhancement, as happened with the recent Coppi and Bartali Week in Friuli 50 years after the earthquake".

Roberto Ciambetti, Vice President of the Professional Cycling League, added: "Cycling today represents one of the main drivers of international tourism. More and more people are choosing active and sustainable travel modes. Italy has an extraordinary competitive advantage, but a shared strategic vision is needed among institutions, businesses and territories to make this heritage accessible and valued".

Champions and Innovation in Sport

Filippo Pozzato, winner of the 2006 Milan-Sanremo and founder of PP Sport Events, told the story of Ride the Dreamland, a project born after his career as a rider and today a reference point internationally: "Together with PP Sport Events, which has grown in 6 years, we built everything from scratch. The 2020 Italian Championship in Cittadella was the turning point. In 2025 we involved approximately 450 professional athletes, over 2,000 accredited personnel and 45,000 spectators, with an economic impact exceeding 4.6 million euros. Media visibility is also significant: approximately 800 publications globally, over 3 million people reached on social media and millions of video views. It is proof that a former athlete can create a new successful profession, with a structured and international project".

Alessandro Ballan, winner of the 2007 Tour of Flanders and 2008 World Champion, presented the Cycling Stars Criterium, a post-Giro circuit in Veneto: "After Covid, Italy was missing events of this type. We created an appointment where riders can race without pressure and meet the public, recovering the popular dimension of cycling. The objective is to give fans an authentic experience close to the athletes".

Stefano Feltrin, Advisor to the Cycling League, and Alessandro Tegner, Head of Marketing, Communication and Partnership of the Soudal Quick-Step Team, highlighted the evolution of cycling in terms of television visibility and sponsorship, increasingly oriented towards activation and direct engagement with fans.

Companies and Economic Performance

Manolo Bertocchi, Head of Strategy and Marketing at Colnago, illustrated the brand's success in the high-end bicycle sector: "From 2020, with initial revenues of 20 million, we reached 77 million in 2025, with an increase of 27% compared to the previous year. Net profit grew by over 50%, reaching 15 million, with liquidity of 30 million and no bank debt. Exports represent 80% of sales and we already have orders for all of 2026. Our objective is to exceed 100 million by 2027, with over 150 million in the five-year plan".

Francesco Frattini, former rider and marketing manager of Alka clothing, stated: "We are a reality that makes quality our must. We are about thirty people and focus on service speed, customization and after-sales assistance as our strengths".

Conclusions

The event highlighted how Italian cycling is a complete and competitive ecosystem, capable of uniting sport, industry, innovation and tourism, with great growth opportunities on international markets. The dialogue between institutions, businesses and champions demonstrates the strategic value of this supply chain for the economy, culture and development of Italian territories.