PMG Sport and Tour of the Alps strike strategic partnership

Tour of the Alps’ organizing company Gruppo Sportivo Alto Garda entrusted PMG Sport on a three-year deal for the handling of media and marketing rights of the UCI Pro Series Euro-regional event

Tour of the Alps’ organizing company GS Alto Garda and PMG Sport have agreed to a three-year deal, entrusting the latter to the handling of the event’s media and marketing rights, effective from the 2020 edition. The agreement was signed by GS Alto Garda President Giacomo Santini and PMG Sport President Roberto Ruini.

PMG Sport will be responsible for marketing advertising spaces, pursuing and selecting sponsorship opportunities, in addition to the TV production and media distribution (TV, digital, OTT…), both in Italy and abroad.

Giacomo Santini (GS Alto Garda President): “The agreement with PMG Sport is another important step forward for our event. Our collaboration was born under the aegis of the Lega Ciclismo Professionistico, and is now consolidated thanks to our event’s attractiveness and enticement. A result of the joint determination of the three Euro-regional territories, with this agreement the Tour of the Alps now sees a new stage of its development: the marketing experts appointed by PMG Sport will manage to guarantee the best exposure to our event, followed from everywhere in the World thanks to a global TV coverage, while enhancing its value with the contribution of more important brands.”

Roberto Ruini (PMG Sport President): “In its early years of our collaboration, the Tour of the Alps has achieved a remarkable exposure through a steep progression in technical and organizational terms, charting exciting and spectacular courses that have made it an enticing TV product. We firmly believe in this new project that extends our commitment to the marketing area, to go with the TV production and media distribution. The significant partnerships we have put in place are a guarantee of long-term success.”.


Based in Scandiano (Italy), PMG Sport is a company specialized in digital, TV, and movie products since 2008. The quality of the productions, live streaming and global distribution are the distinguishing features that led PMG to operate on the whole European sports market, with a specific focus on social media communication and multi-platform distribution.

Headquartered in Arco (Trentino, Italy), in 1976 the Gruppo Sportivo Alto Garda founded the Giro del Trentino, a professional stage race that eventually established as crucial dress rehearsal before the Giro d’Italia. In 2016, after the event’s 40th anniversary, the Giro del Trentino turned into the Tour of the Alps, a new cross-border project shared by the three areas of the Euro-Region, Tyrol, Südtirol and Trentino. From 2020, the Tour of the Alps is part of the UCI Pro Series category