Regina, brand of the Sofidel Group – among the world leaders in the production of tissue and household paper – confirms for the second consecutive year its presence as Official Sponsor of the Giro d'Italia, and presents a series of activities that will take place during the month of May.

The stage dedicated to the Lucca "Paper District" will also be a tribute to the two Sofidel founders

Today, May 20th, the start of the 11th stage of the Giro will take place from Porcari, where Sofidel has its main headquarters. Named "Porcari (Paper District) – Chiavari", the stage represents a recognition of the Lucca paper district, one of the largest in the world, where the Group has grown and where it still has its operational heart.

Not only that. The stage is also a way to remember the two founders of the Sofidel Group. After the gathering in Piazza Felice Orsi, the start will be from Viale Emi Stefani, and then, "Kilometer Zero" – the one that marks the official start of the race – at the Sofidel headquarters, on Via Giuseppe Lazzareschi. A special moment dedicated and reserved for Group employees.

"The Giro d'Italia is the sporting competition that, by crossing Italy, tells its identity", declared Luigi Lazzareschi, Chief Executive Officer of Sofidel. "Hosting a stage start in Porcari, in the year of our 60th anniversary, has for us a significance that goes beyond the sports partnership. It is recognition of a territory, of an industrial supply chain, and of an entrepreneurial history that has its roots in this land. We are proud to share this moment of celebration with the entire Lucca paper district, with our people, and with all those who in sixty years have contributed to building what Sofidel is today: a global player present in 12 countries in Europe and 12 states in the United States".

Regina activations between territory, values and engagement

The Regina activation program linked to the Giro d'Italia is structured on multiple levels.

Along the route of each stage, a Sofidel branded arch has been positioned 60 kilometers from the finish, in direct reference to the Group's 60th anniversary.

Regina is also sponsor of the "Gran Premio della Fuga" (Great Escape Prize), the award given to the rider who covers the most kilometers on the attack during the entire competition: a prize that celebrates initiative and sporting courage, values consistent with the brand's identity.

Furthermore, Regina is present with its own team in the Giro-E, the competition on electric-assisted bicycles that runs parallel to the Giro d'Italia. The team will be captained by Claudio Chiappucci, "El Diablo", one of the most beloved protagonists of Italian cycling in the 1990s, and will be composed of Group employees and stakeholders.

Products, commercials and themed content

Starting in May, Regina products will appear on shelves with a limited edition dedicated to the Giro: the Regina Rolls, Regina Paper Towels, Regina Five-Star and Regina Pocket Tissues will be dressed in pink.

Furthermore, Porcari will also welcome a special guest: the now famous mummy protagonist of the latest Regina Rolls campaign. The commercial continues to air in a version dedicated to the Giro characterized by a "tail" that references the sponsorship of the event.

Finally, following the success of last year's edition ("Emotions that never end"), Sofidel has promoted a new podcast series titled "Stories that never end" and dedicated to the most significant narratives of the last 60 years of Italian cycling. Hosted by commentator and former cyclist Riccardo Magrini, the podcast explores in each episode a decade of cycling with an exceptional guest (Franco Bitossi, Giuseppe Saronni, Claudio Chiappucci, Giuseppe Martinelli, Luca Guercilena, Alessandra Giardani), while also telling in a brief introduction the success trajectory of Sofidel. The first 3 episodes of the podcast, produced by DR Podcast, were published on Friday, May 8th on all major listening platforms, including Spotify, YouTube, Apple Podcasts, Amazon Music. New episodes were published on Friday, May 15th.