On the other side of Linkedin, about ten days after having written the post on the eve of the Giro d'Italia, Francesca Polti found herself in front of the message signed by Basso. How did the agreement between theLombard company and we talked about Ivan and Alberto Contador's team last week talking to the Varese native. But we were curious about it. Polti's point of view, returned to cycling 23 years after retiring from the scene. We therefore intercept Francesca Polti, President and CEO of Polti Group, with a call from Glasgow. Her tone of voice is frank, the direct and passionate way of approaching topics which shines through in the choice of words.
A few months ago we had spoken with Emmanuel Galbusera, shore lampre, who shared the 1993 jersey with Polti when Fondriest won the Sanremo and the Flèche Wallonne. He talked about the beauty of the long-standing sponsorship, but explained that in his opinion cycling is no longer the most suitable promotional vehicle for a company like yoursTalking to Francesca Polti, we were certain of this and it was confirmed, offered us another perspective.
Good morning Francesca, let's take a step back. Is it conceivable that other team managers have come looking for you over the years?
Actually, no. We've sponsored individual events or very local events. It must be said that the company has faced a period of significant crisis and has changed a lot from how it was before. So sponsoring a team wasn't even our intention.
So let's go back to LinkedIn: she writes the post and Basso responds...
Actually, I don't think he responded right away. I shouldn't have even made that post.I have an editorial plan, but I didn't like what they proposed to me. That's how I wrote the textIvan responded after about ten days. My assistant told me about it, but I wasn't even sure it was really him. Instead, they advised me to respond, and I did.
What had Ivan written?
He didn't ask for sponsorship. In this very well written message, he said his project, his passion shone through when talking about future prospectsSo we exchanged numbers and ended up meeting with our smaller teams at the end of June. Among the most important decisions, it was the one taken in the shortest time.
What does returning to the group mean for Polti?
The moment we chose each other – I like to talk about it like this – we worked for adapt our strategy to this choice, in terms of institutional communication changesWe weren't looking for anything like that, but we quickly realized that the objectives overlap perfectly, for the countries where the team will race and for the nationalities of the riders. We have recently hired a Global Sales Director to operate in the countries where Cycling and also the Polti brand are well known. So, I put everything on the table.
All?
I explained our possibilities and Ivan, in response, explained to us how the world of cycling has changed in recent years, also pointing out growth opportunities. We saw an opportunity for both of our teams, because I also like to consider our company as a teamWe saw an overlap in the values expressed by the athletes. Nobody expects to win the Tour of Italy the first year, except maybe my dad (laughs, ed.)But nothing prevents us from winning stages and working in the right way to offer a worthy image.
What do you remember about the years with Team Polti?
At that time, my father was sponsoring Benetton in Formula One, Cantù in basketball, and then there was Team Polti. We used to go see them by helicopter. By embracing this project I felt the emotions of that time again.I don't remember any episodes, just emotions. Of when people stopped my father and cheered him on. The memory of the riders' fatigue and the great emotion of going on stage at an awards ceremony, as in the photo in that post. We were surrounded by the affection of the fans.
According to Galbusera, cycling may no longer be the right vehicle.
In my opinion it still works and this is demonstrated by the investments made outside ItalyWe also have history on our side. Since July 21st, when the announcement was made, we had great media visibilityNot just in the sports papers, but also on social media. Compliments, suggestions, welcome-back messages are pouring in, and some have already asked for the shirt. We have the boost of being able to leverage our pastAs Ivan says, we're going to pick up those who were children and came to the races with their grandparents and are now parents and take their children to see the Giro d'Italia.
How can a team benefit your image?
With today's resources, a lot can be done. What happened in cycling when we also came out meant that few believed in it. I didn't look for this opportunity, it came, I studied and I'm so bold as to say that I hope this is just the beginning of a great comeback.Cycling is a democratic sport that brings people together. When you have to talk about a product, in communication you talk about everything except the product itself., because it is taken for granted that it works and is done well. Today the focus is on making living an experience and cycling can help in this, because it tells remarkable experiences.
In which node will you move?
I have a business vision and I know that this project needs to be activated on a communication level so that it generates revenue in the long run. I think I can also support the team in terms of ideas. There can be an exchange, which will be our strengthI find Ivan very knowledgeable, you can feel that he studied and not a former athlete who improvises in the new role.
What is this collaboration based on so far?
There are listening, trust and respect and it's not that easy to put them together in three weeks. Attentive listening, without the presumption of telling the other how things are goingWe met with our teams. I involved all my key people, and so did they. We shared the new way of working. And as a starting point, I have to say it's not bad at all.
