Pulse Media, an Italian production and media rights distribution company, has acquired the exclusive rights to women’s cycling’s Giro Rosa until at least 2022.
The deal was agreed with the Athletic Sports Group, a rights agency and Giro Rosa rights-holder, and will last for a minimum of three years with the option to extend for a further two.
Pulse Media will hold all international and domestic rights for the race which is considered to be the most prestigious leg of the women’s professional cycling tour calendar.
The Giro Rosa is currently scheduled to take place between June 26 and July 5, though this could be subject to cancellation should Italy’s lockdown in the wake of the coronavirus pandemic extend into the summer.
The equivalent competition for male cyclists – the Giro d’Italia – has already been postponed indefinitely having been scheduled to begin Budapest on 9 May.
Italian public broadcaster holds the domestic rights to the Giro d’Italia in a deal worth €10m ($11m) per year which is set to expire after the 2020 edition.