Bianchi signed a three-year sponsorship agreement with L'Eroica, the Italian foundation promoting the non-competitive L'Eroica ride on Tuscany's "strade bianche". Bianchi will link their name to the L'Eroica name beginning with the 2013 edition. The sponsorship agreement was presented in Gaiole in Chianti (Tuscany, Italy) on Saturday, October 6th. L'Eroica took place yesterday, October 7th.
Bianchi considers L'Eroica the perfect meeting point between cycling history and the new generation of bike fans from all over the world, the main target for Italian company's market strategies.
In the last few months Salvatore Grimaldi, Founder and CEO of the Grimaldi Industri AB (“Grimaldi Group”) and Chairman of Bianchi, met the event's founder Giancarlo Brocci in Gaiole in Chianti and understood the potential of the Bianchi and Eroica's marriage. "Bianchi is the best possible partner for this event. Being here we aim to strengthen our brand and to show the importance of our successful history in the eyes of a global audience. Year by year, Eroica is even more famous and highly thought of all the cycling fans: this is why we decided to take this opportunity", said Salvatore Grimaldi.
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