MILAN, Italy – For the Giro d’Italia 2023, which saw Primož Roglič triumph, Faema (Cimbali Group’s brand) again rekindled the spirits of cycling fans and Italian competition. For the second year of official sponsorship, the historic brand was present within the villages and at all stages of the Giro with several initiatives, some of which were virtual.
The challenge for the Giro d’Italia 2023
One of these was enjoyed by more than 29,000 cyclists involved in a ‘challenge to the last pedal’ to raise money for charity: 7 million km logged by all the enthusiasts, who each pedalled their own bike and added their distance through the Strava app, contributing to the support that Cimbali Group’s offers every year to disadvantaged communities in developing nations through the non-profit World Bicycle Relief. The more people pedalled, the bigger their impact.
The non-profit organisation specialises in large-scale, comprehensive bicycle distribution programmes to help reduce poverty where even the most basic transportation options are lacking. Cimbali Group has been supporting World Bicycle Relief since 2021.
In 2022, Cimbali group’s support contributed to the more than 76,000 life-changing bicycles distributed by World Bicycle Relief, bringing the total number of bicycles to over 700,000. Each bicycle tells a compelling story of freedom, hope and the joy of overcoming distance and time. Our commitment is ongoing with a goal of implementing this as one of the keystones of the company’s social sustainability responsibility.
This year, the three iconic Faema espresso machines were once again in the spotlight at every stage: the iconic E61, the e71Ee and the Faemina – in a Limited Edition Giro d’Italia version – the espresso coffee machine designed for domestic use and small businesses.
In the villages and hospitality areas, all cycling and Faema lovers could enjoy excellent coffee prepared with the brand’s various machines and could challenge friends to a darts competition, the typical bar game that has recently come back into fashion. By playing and hitting the bull’s eye, participants could also contribute to the support that Cimbali Group’s offers every year to communities in developing countries through the non-profit organisation World Bicycle Relief.
There has been a historic bond between Faema and the Giro d’Italia since the early 1950s. Its return as official sponsor starting in 2022 has rekindled the spirits of cycling and coffee fans alike. This was confirmed by the research ‘Caffè & Giro d’Italia, due passioni dal sapore tutto italiano’ (Coffee & Giro d’Italia: two passions with an all-Italian flavour) commissioned by Faema and carried out by AstraRicerche for the second year of sponsorship.
This was an opportunity for the company to show all coffee lovers the evolution of the innovative Faema brand, which can always give consumers a unique experience, just as the beloved competition has continued to do for more than 100 years.
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) and has over 750 employees.
The Group’s commitment to promoting espresso culture and the local area led to the foundation of the 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, the Gruppo Cimbali coffee machine academy, a training, promotion and research centre.
by Federico Adacher