RCS Sport’s new Head of Cycling, Luca Guercilena, has set out plans to raise the international profile of the company’s flagship races, with a particular focus on the Giro d’Italia. He aims to attract more fans, teams, and partners from around the world while strengthening the standing of RCS Sport events across professional cycling.
Enhancing the Giro d’Italia’s Global Appeal
With a background that includes roles as a coach and as a manager of a leading WorldTour team, Guercilena brings top-level experience to the job. His approach centers on expanding the Giro’s global reach without diluting what makes it distinctive. He sees room to grow its audience and market presence while keeping its identity intact.
Rather than replicating the model of other Grand Tours, he intends to build on the Giro’s own strengths: close ties to the regions it visits, varied and imaginative routes, and a balance of tradition and innovation that has sustained its appeal for generations. Guercilena’s vision includes technical and organizational updates designed to deliver suspense and variety, such as a thoughtful mix of time trials and mountain stages. Safety and inclusivity are set as guiding principles for any changes.
Guercilena’s plans extend beyond course design. He is looking to ensure that the Giro and other RCS Sport races become more competitive and engaging for both riders and spectators, while remaining true to their character. This includes creating a vibrant atmosphere that resonates with international audiences.
He also acknowledges the broader responsibility of managing an event that reflects more than sport. The Giro has long showcased Italy’s landscapes and climbs and the achievements of its champions. The task ahead is to guide the race through its next phase of growth in a rapidly internationalizing cycling landscape, preserving the qualities that have made it one of the most cherished events in the world.
By prioritizing innovation and tradition, Guercilena aims to solidify the Giro d’Italia’s position as a premier event in the cycling calendar, making it a must-watch for fans around the globe.