Segafredo becomes Official Coffee Partner of the Maratona dles Dolomites 2026 and participates in the event by fielding its own team composed of twenty cyclists ready to tackle the challenging Dolomite climbs. 

On Sunday, July 5th, in its capacity as Official Sponsor, the brand will preside over the hospitality areas and meeting moments dedicated to athletes, guests and organizers with its own coffee, also actively participating in the event with its team composed of, among others, Ruggero Marzoli, team manager and former professional cyclist, and Andrea Tafi, champion and historic figure of Italian cycling.

"Being a partner of the Maratona dles Dolomites is a matter of great pride for us," commented Fabio Felisi, Chief Executive Officer of Segafredo Italia. "We share with this event the absolute value of tenacity. Our coffee aims to be the energy and ideal drive to support athletes on the grueling climbs of the route, accompanying them in the most beautiful challenge: that of surpassing their own limits. A spirit fully shared by our customers as well, who have chosen to race alongside us: guided by two champions like Andrea Tafi and Ruggero Marzoli, they will form a united and cohesive Segafredo team."

To celebrate the partnership and transform it into a product to experience and collect, Segafredo also launches for the occasion the special Tenace – Maratona delle Dolomiti Limited Edition. Created to capture all the energy and determination of great challenges, the Limited Edition includes aluminum capsules compatible with the Nespresso system and an exclusive blend, born from a harmonious balance between Arabica and Robusta, capable of delivering a full-bodied espresso with intense character. All of this is wrapped in dedicated packaging, inspired by the visual imagery of the Maratona dles Dolomites and its values.

The partnership will also come to life through an important communication plan designed to engage the passionate international cycling community. Through digital campaigns, social content, engagement activities and storytelling, the brand will tell the story of the event's atmosphere, the participation of the Segafredo team and the new Limited Edition, creating a bridge capable of uniting coffee lovers and cycling enthusiasts on a single platform.