In 2025, the Giro d'Italia experienced a notable decline in sponsorship revenue, generating $36.1 million with 54 sponsors, down from 65 sponsors and $48.6 million in 2024. Thirteen new companies joined as sponsors, but 24 brands did not renew their partnerships. Broadcasting challenges also arose, particularly for UK viewers who faced changes in accessing live coverage via Discovery+ and TNT Sports. Despite these issues, the Giro d'Italia maintains its status as a major cycling event, attracting large crowds along its route.
The Giro d'Italia generated $36.1 million in sponsorship revenue in 2025, a sharp fall from the previous year as the number of brand partners dropped.
Thirteen new companies came on board for the 2025 edition, including Red Bull, Suzuki, Tudor and Continental.
UK viewers faced a significant change in accessing live coverage, with the shift to Discovery+ affecting accessibility for cycling fans.
Despite the sponsorship shortfall, the race remains one of cycling's marquee events, drawing crowds of spectators along its route.
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