Motogiro d’Italia is a historical re-enactment of the oldest and most prestigious stage motorcycle stage race in Italy.
Established in 1914, the Motogiro achieved its peak of success from 1953 to 1957, when it became a myth for motorcycle enthusiasts thanks to the efforts of the Italian Motorcycle Federation. The adventure ended in 1957, when all motorcycle races on public roads were abolished in the aftermath of the terrible Mille Miglia accident.
It was resurrected in 1967/68/69 again thanks to the Federation’s efforts, but this time as a road time trial and not as a full race. Terni Motoclub re-launched the event in 1989 and soon obtained a great success in terms of number of participants and media coverage and this achievement was repeated and even increased in the following years. In 2011 the Motogiro d’Italia was organized as 20th historical recalling and was attended by a large and loyal audience and enthusiastic participants, who wished to re-live the spirit and passion of the motorcycling golden age.
The editions of 2001 to 2007 were mainly sponsored by Ducati Motor and marked the renaissance of Motogiro d’Italia, with the participation of the very best of Italian motorcycle makers: Ducati, Morini, Moto Guzzi, Benelli, MV Agusta, Bianchi and Gilera.
The Motogiro boasts the participation of champions of the 1950’s such as Giuliano Maoggi, Remo Venturi (who is still racing) and Leopoldo Tartarini as well as numerous racers from all over the world.
This event undoubtedly plays an outstanding sports, economic, tourist and cultural role and it occupies a prominent place in the international sporting stage. It can be identified through specific characteristics of genre, image, public attraction and media coverage.
This important role both in Italy and abroad is testified by the very large number of applications received. Besides its specific role of showcase sporting event, the Motogiro is also a significant local economic incentive and an enrichment for the Italian image. The target audience is typically situated in the medium-high income range aged 18 to 55. Based on Motogiro application criteria, participants can be divided into two large groups:
Historical re-enactment category
medium-high income, male, around 45 years, medium education level, medium-high propensity to consume, composition of group: 45% Italians, 55% foreigners.
well-off, high income, both male and female, around 35 years, high education level, high propensity to consume, composition of group: 67% foreigners, 33% Italians.
Partecipant’s countries of origin
More than 67% of enrolled participants come from foreign countries: UK, The Netherlands, France, Belgium, US, germany, Austria, Chile, Argentina, Australia, Spain, Norway, Hong Kong, Japan, Isle of Man, Monaco.