UK PR & marketing company specialising in cycling has been appointed as international cycling media partner by RCS Sport.

Shift Active Media becomes media partner for Giro d’Italia organiser

Shift Active Media has been appointed as international cycling media partner for RCS Sport.

Shift will help the Italian cycling event organiser raise the global profile of the Giro d’Italia and its other races, Milan-Sanremo, il Lombardia, Strade Bianche and Tirreno-Adriatico.

This year the Giro d’Italia will be held between May 5-27, starting in Herning, Denmark and finishing in Milan.

Shift Active Media will be advising on international cycling and lifestyle media strategy.

RCS Sport is owned by RCS Media Group, the Milan-based international company that publishes La Gazzetta dello Sport and Corriere della Sera newspapers in Italy, and owns numerous other magazines, websites, radio stations and book publishers.

Shift Active Media is a specialist media consultancy that focuses on cycling. It was founded in 2010 by Simon Wear, the former COO at Future Publishing. Sports industry veteran Andrew Croker is Shift’s chairman.

The company’s portfolio of clients includes Colnago, 3T, FSA, Santini, fi’zi:k, Selle Royal, Rapha, Wiggle and IG Markets.

Wear, CEO, said: "We are hugely proud to be working with Michele Acquarone, Matteo Pastore and the team at RCS Sport. It is clear they are focused on expanding the international profile of their events and have an innovative approach to interacting with the media and cycling fans around the globe.

"As a highly specialist international media consultancy we believe Shift Active Media is well placed to help RCS Sport develop further media partnerships and expand the international profile of its prestigious events.”

Media Rights & Relations Director at RCS Sport Matteo Pastore said: “Choosing to work with Shift Active Media is part of our strategy to become a more globally focused event organiser and to strengthen our relationship with international media, broadcasters and sponsors.”

In other news...

Leatt appoints Bastian Dietz and Dain Zaffke to focus on MTB market

Leatt, the head-to-toe protective gear brand, has announced that it is reinforcing its team with …