GS Alto Garda, the organizing entity behind the Tour of the Alps, the Professional Road Cycling event under the UCI Pro Series category, has joined forces with Infront, a leading company specializing in the distribution and marketing of audiovisual, advertising, and commercial rights related to sports events and entities. This partnership entails a significant multi-year agreement encompassing media rights, marketing efforts, and audiovisual production for the cycling event set amidst the landscapes of Trentino, Südtirol/Alto Adige (Italy), and Tirol (Austria).
For a company like Infront, which has been exclusively managing international media rights for FIS World Cup events in the last 20 years, the Tour of the Alps represents a familiar geographical context, providing an avenue to further explore the cycling sector. The company's successful foray into cycling is evidenced by its notable partnership with the Tour of Flanders, one of the greatest classics in the World cycling calendar.
The seeds of collaboration between Tour of the Alps and Infront were sown in the 2023 edition when they initiated a partnership focused on event marketing. The positive outcomes of this venture have spurred both entities to solidify their ties and expand their cooperation to encompass broader areas and more ambitious goals.
This partnership is set to commence with the 2024 edition of Tour of the Alps, scheduled from April 15th to 19th. Spanning five years, this agreement aims to further boost growth and international appeal for the Italian-Austrian stage race, which is already recognized for its organizational and communicative excellence within the industry.
As part of the agreement, Infront acquires exclusive global marketing, TV production and distribution rights for the Tour of the Alps. GS Alto Garda will continue its direct relationships with the event's local partners – Trentino, Südtirol/Alto Adige, and Tirol, within the Euro-Regional framework – as well as its long-standing event partners with which it has established enduring connections over the years.
In its 47th edition (the first 40 editions under the guise of Giro del Trentino), Tour of the Alps will introduce special initiatives within the event, promoted by Infront with production and management by the organizing committee.
Giacomo Santini, President of GS Alto Garda, expressed great satisfaction with the agreement, describing it as a new phase for the Euro-regional cycling event. "The long-term partnership with Infront is a recognition of Tour of the Alps' credibility, built over the years through excellent organizational efforts. Partnering with a prestigious global player further aligns us with the international context, a natural strategic reference for the regions – Trentino, Südtirol/Alto Adige, and Tirol – that have contributed heart and substance to this project. The collaboration with Infront commences under auspicious stars, buoyed by the excellent relationship we've cultivated, providing us the opportunity to gaze into the future with increased serenity."
“We are very satisfied to announce the collaboration with the Tour of the Alps, a great prestige event which contributes to strengthening our presence in World cycling – said Infront Italy’s Managing Director, Alessandro Giacomini. – “Our cycling portfolio includes big events like Ronde van Vlaanderen, Tour de Suisse, Giro del Veneto, Veneto Classic and Serenissima Gravel. Infront is firmly focused on cycling and the Tour of the Alps represents a great opportunity to highlight our expertise in TV production, TV rights brokerage, and sponsor management. Thanks to the collaboration of the organizing company G.S. Alto Garda, we are sure that we will be able to boost the image of this event on a national and international level”.