The Saudi Arabian Public Investment Fund is reportedly close to finalizing a deal to sponsor the Giro d'Italia's iconic pink jersey. This move symbolizes a growing trend of Middle Eastern investment in cycling, as teams and races seek new funding sources. Following the withdrawal of Italian energy brand ENEL as a sponsor, RCS Sport is actively looking for a replacement. The Giro d'Italia, taking place from May 9 to June 1, could feature the PIF logo or another brand from its portfolio on the jersey, enhancing the race's visibility and revenue potential.
The Saudi Arabian Public Investment Fund is nearing a deal to sponsor the Giro d'Italia's pink jersey, reflecting a trend of Middle Eastern investment in cycling.
Reports indicate that the PIF's involvement reflects a broader trend where teams and sports are looking to the Middle East for significant financial backing.
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