Italian coffee brand Segafredo Zanetti has upgraded its partnership with the 100th edition of the Giro d’Italia, to take over sponsorship rights of the cycling race’s points classification jersey.
Race organiser RCS Sport recently announced that the Giro 100 Points classification leader’s “Maglia Ciclamino” (cyclamen) jersey would return for this year’s event following a seven-year absence. The jersey reverted to the 'Maglia Rossa' (red) in 2010.
Segafredo’s branding will feature on the chest, back and sleeves of the returning jersey as part of the agreement. Segafredo has a strong presence within the world of cycling and are co-title sponsors to the Trek-Segafredo UCI WorldTour team, as well as serving as the official coffee brand for the Giro.