Faema discusses its sponsorship of the Giro d’Italia
For Edgardo Ferrero, Gruppo Cimbali Global Service Director and company coordinator of the Giro d’Italia project, it was also a diplomatic moment for company’s Italian-Australian relationship after signing on as the event’s official sponsor for the next three years.
“Italy is the home of the iconic coffee culture and Faema, one of Italy’s most highly regarded espresso machine manufacturers [which has] triumphantly returned to the Giro d’Italia after 50 years,” Ferrero says. “Meanwhile, for the first time, Australia, known as being one of the major growing hubs of the worldwide coffee scene, claimed victory in the race. This could be considered a simultaneous success for not only Hindley himself but for Faema as an official partner of the event.”
Since 1909, the multi-stage annual race has become a symbol of athletic endurance and community spirit that unifies the country with routes from the south to the north of Italy, and a festival of activities and regional races that run the year-round.
Faema sponsored its own Faema team from the 1950s to 1970s, which to this day, remains one of the most successful teams of the Giro d’Italia. This year, the brand returned to the world of cycling with a renewed passion to connect with fans in a new way.
“We believe this partnership will rekindle in the hearts of fans – that old love that has been going on since the early 1950s,” says Enrico Bracesco, General Manager of Gruppo Cimbali.
Ferrero adds that the partnership is a “symbolic gesture” that represents the success and innovation of the company.
“Faema is proud to once again associate its name with Giro d’Italia and looks forward to supporting the undeniable talent of these cyclists that dedicate a significant part of their lives to their sport, just as the teams at Gruppo Cimbali commit themselves to constantly strive towards innovation,” he says.
To demonstrate Gruppo Cimbali’s more recent innovations, at each stage of the Giro d’Italia, Faema presented its custom E61 and Faema President and its latest espresso machine arrival Faemina – in custom pink – to the cyclists and spectators at the starting village each morning.
For the cyclists, the exposition of Faema’s machines gave them an opportunity to recharge with an espresso before the race. And for spectators, the tradition of socially enjoying a cup of coffee while bonding over cycling was a moment savoured after the past few years of social isolation thanks to the global pandemic. For many, it was also the first experience to view the Faemina espresso machine designed for the home and small businesses.
“Italy’s consumer market should have a positive outlook on Faema’s latest Faemina machines as indicators of Gruppo Cimbali’s steps toward future innovation. As a traditional manufacturer of professional espresso machines, it was a revolutionary decision to create a professional quality machine for the home and small business sector,” Ferrero says.
He adds that the Giro d’Italia is a wonderful opportunity to give international audiences a window into how they can bring a taste of Italy’s true espresso culture into their homes.
“Due to the lockdowns, people were forced to seek other options of getting a high-quality coffee since going outside was temporarily forbidden. Faema’s solution with Faemina made it possible for consumers to enjoy that professional quality cup from the comfort of their own home,” Ferrero says, adding that for many, it has become a permanent solution.
The Giro d’Italia has also become an opportunity to expand Faema’s international target audience, including to the United States, United Kingdom, China, Korea, and Australia.
“Thanks to our broad product portfolio and careful reading of market needs, this is a development strategy that we continue to pursue successfully, seizing the best commercial and visibility opportunities,” Bracesco says.
Gruppo Cimbali ANZ Oceania Branch Manager Angelo Caruso also sees the opportunity. He is excited about the potential for Faema and the uptake of its latest Faemina product in the ANZ market.
“The Faemina in particular is a top- end aspirational product that is one of the most technologically advanced machines for the prosumer market to replicate the café experience at home, in addition to offices, businesses and the food service market,” Caruso says.
Source: GCR Mag