MILAN, Italy – The Giro d’Italia 2022 sees the return of Faema, the Gruppo Cimbali brand which – starting from this edition and for the next three years – will be the official partner of the highly popular and much-loved cycling competition. The presentation and official signing of the partnership took place today at MUMAC, Gruppo Cimbali’s Coffee Machine Museum, in the presence of Enrico Bracesco, General Manager of Gruppo Cimbali, Maurizio Cimbali, President of Gruppo Cimbali, Mauro Vegni, Director of the Giro d’Italia, and several members of the legendary Faema team, including Marino Vigna, Vittorio Adorni and Antonio Bailetti, former professional riders in the Giro.
Giro d’Italia 2022 and Faema
This partnership rekindles fans’ long-standing love that has been going strong since the early 1950s and which has new characteristics today, with various activities in the villages at the various stages of the Giro, where the company will show how the Faema brand has evolved over the years, focusing on technological innovation, digitalisation and sustainability. In the years to come, the Hospitality areas will also be animated with activities organised by the group.
“It is with great pride and a touch of emotion that we are announcing this partnership with the Giro d’Italia today, a partnership that embodies a newfound love after 50 long years,” commented Enrico Bracesco, General Manager of Gruppo Cimbali.
“This choice was certainly linked to Faema’s historical ties with the cycling world, but it was also made to illustrate the evolution of an extraordinary brand that is always in step with the times, innovative and cutting-edge, offering consumers all over the world a unique coffee experience.”
Mauro Vegni, Director of the Giro d’Italia commented: “It is a great pleasure to see the return of an internationally renowned company like Gruppo Cimbali, with its historic Faema brand, to the big Giro d’Italia family.”
“A partner closely linked to the cycling world and the Corsa Rosa with the historic team which, between the 1950s and 1960s, won the Giro in 1956 with Charly Gaul and in 1968 with Eddy Merckx, as well as winning the team classification in 1961, 1962 and 1968.”
“The Giro d’Italia is a great national and international showcase, a passionate sporting event, a multimedia communication platform that guarantees all our partners enormous visibility thanks to the over 200 countries around the world where it will be broadcast.”
The three espresso machines by Faema
All the stages will feature the three espresso machines that symbolize Faema today, the iconic E61, Faema President and the most recent addition, Faemina, an espresso machine designed for the home and small businesses: every cycling and Faema lover will therefore be able to enjoy an excellent coffee prepared with the brand’s various machines, including Faemina, which will be presented in the Limited Edition Pink-Giro version at the last stage.
The villages will also showcase the Limited Edition Faema President GTI and the iconic E61. Moreover, thanks to the collaboration with Technogym, each village will also feature a Technogym Ride, the new bike designed by cyclists for cyclists, which will be connected to the Faema club on Strava, offering a unique customer experience to all those who wish to pedal inside the stand, while contributing to the support that Gruppo Cimbali offers every year to disadvantaged communities in developing countries through the World Bicycle Relief non-profit association.
This non-profit organisation specialises in large-scale, comprehensive bicycle distribution programmes to help reduce poverty in areas that lack even the most basic public transport. A financial donation will be made based on the number of kilometres covered: the more you pedal, the more you contribute to the cause.
MUMAC Academy
The MUMAC Academy will also be present with its own trainers and coffee specialists at several of the stages to present the authentic Faema coffee experience.
During the presentation, guests could photograph the 2022 Pink Jersey and the legendary Giro d’Italia Endless Trophy, which encapsulates a history of men, emotions and popular culture and has always been a symbol of passion for cycling etched on copper, an eternal material.
To celebrate the partnership, the temporary exhibition “Endless love: FAEMA for cycling” has been set up, featuring objects, historical documents and unseen materials of inestimable value, including the first pink jersey in history won by Learco Guerra, on loan from his grandsons Learco and Carlo, as well as a vintage bicycle that belonged to Eddy Merckx, kindly donated by the Madonna del Ghisallo Cycling Museum, with which MUMAC has enjoyed a historic partnership for several years. This exhibition will be open to the public from 15 May to 30 June 2022.
About Gruppo Cimbali
Gruppo Cimbali is one of the leading manufacturers of professional machines for making coffee and milk-based drinks, as well as coffee shop equipment.
The Group, which includes the La Cimbali, Faema, Slayer and Casadio brands, operates through three production plants in Italy and one in the United States (in Seattle, where the machines are produced under the Slayer brand), employing a total of around 700 employees.
The Group’s commitment to promoting espresso culture and the local area led to the foundation of MUMAC (Coffee Machine Museum) in 2012, the first and largest permanent exhibition dedicated to the history, world and culture of espresso machines, located at the Gruppo Cimbali headquarters in Binasco. MUMAC is home to MUMAC Academy, Gruppo Cimbali’s coffee machine academy, a training, promotion and research centre.
