Building on the experience of last season and the results achieved in terms of international visibility, Polti Group confirms its sponsorship of the professional cycling team led by former champions Ivan Basso and Alberto Contador for 2025.
Entering its fourth year in the Professional category, Team Polti Kometa competed for 144 days in 2024, covering over 28,000 kilometers across 16 countries. This extensive commitment provided significant visibility, from the Giro d’Italia to international races. “Team Polti Kometa distinguished itself by competing with dedication in every race, impressing with its performance both in Italy and abroad. The team continues to embody the values of seriousness, respect, sustainability, and innovation that we, as a company, also uphold—proving once again the strength of being a team within a team,” commented Francesca Polti, President & CEO of the Polti Group. She has been a strong advocate for the company's return to the world of cycling, a sport where Polti was an undisputed leader for 17 years, from 1983 to 2000.
Among the key opportunities and objectives linked to the sponsorship was enhancing Polti's brand awareness. To this end, results were periodically measured and quantified. During the Giro d’Italia, Polti achieved over 861 hours of television exposure across ten countries. A survey (CAWI survey conducted by NextDifferent on a sample of 1,009 individuals) revealed that 84% of respondents recognized the Polti brand and its products—a three-percentage-point increase compared to the pre-Giro survey. The iconic Polti Vaporella and Polti Vaporetto products also saw awareness increases of 2 and 5 percentage points, respectively. Polti ranked as the third most recalled brand of the Giro d’Italia, following Enel and Gazzetta dello Sport, and ahead of brands like Toyota and Lidl.
For the upcoming season, Polti aims to amplify its value-driven message even further, leveraging increasingly innovative tools and methods in synergy with Visit Malta, which will join as co-title sponsor. This approach aligns seamlessly with the company’s DNA.