SHIFT Active Media appointed as international cycling media agency for RCS Sport

SHIFT will help the Italian cycling event organiser raise the global profile of the Giro d’Italia and its other iconic races

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SHIFT Active Media has been appointed as international cycling media agency by RCS Sport to help the Italian cycling event organiser raise the global profile of the Giro d’Italia and its other iconic races: Milan-Sanremo, il Lombardia, Strade Bianche and Tirreno-Adriatico.

The Giro d’Italia is described as the world’s toughest race in the world’s most beautiful place and is one of the most prestigious races on the UCI WorldTour calendar. This year the Giro d’Italia will be held between May 5-27, starting in Herning, Denmark and finishing in Milan. The three weeks of racing will include a team time trial in historic Verona, a visit to the spectacular Cinque Terre, several testing mountain stages in the Alps and Dolomites and the highest ever Grand Tour finish atop the Passo Stelvio.

SHIFT Active Media will work closely with RCS Sport throughout 2012, advising on international cycling and lifestyle media strategy and the production of effective and media-friendly communications.

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 100% on cycling. It was founded in 2010 by CEO Simon Wear, the former COO at Future Publishing. Its highly skilled and experienced staff are experts at media planning, advertising, design, communications and business strategy. Sports industry veteran Andrew Croker is Chairman, and provides invaluable media and sports business knowledge.

SHIFT Active Media’s current portfolio of clients include premium brands such as Colnago, 3T, FSA, Santini, fi’zi:k, Selle Royal, Rapha, global online retailer Wiggle and IG Markets -the international market-maker in financial derivatives that sponsors Team Sky and several other cycling projects. Other major new clients are set to be announced during 2012.

Simon Wear, Founder and CEO of SHIFT Active Media said: ”RCS Sport’s cycling events are not only some of the most prestigious and fiercely contested but are also some of the most historic and beautiful cycle races in the world.”

“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.”

Andrew Croker, Chairman of SHIFT Active Media said: “Cycling is becoming a truly global sport and attracting a much wider and more modern audience. RCS Sport knows how to organise spectacular races that have a unique Italian feel. I’m sure SHIFT Active Media can help promote their iconic races to a much wider global audience.”

RCS Sport 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.”