Unibet to repeat sponsorship of top cycle race

Betting firm Unibet has announced its extended platinum sponsorship of one of the world’s most arduous and respected cycle races, the Giro D’Italia which in its 101st outing this year starts in Israel and races through to Italy in 21 stages over 24 days.

The event is expected to attract a live audience of more than 12 million people, creating engagement opportunities for Unibet.

Rhodri Darch, strategy executive at Unibet’s parent group Kindred, said this week: “Cycling is continuing to grow in popularity and as a result, the opportunity to bet on the sport is gaining traction. We were really pleased with the results of our partnership with the Giro D’Italia last year and want to continue our success with raising brand awareness and giving customers an industry leading sportsbook offering across all stages of the race.

“We wanted to offer more this year to our customers, especially given the excitement around this year’s race; Chris Froome is aiming for his first Giro win and Tom Dumoulin will be defending last year’s victory. We are looking forward to some good racing in the 101st Giro D’Italia.”

Paolo Bellino, general manager at RCS Sport, added that the race would be covered in a record 198 countries, through major television stations in five continents.

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