Legendary duels, left-field business moves, and the role of La Gazzetta: How RCS turned the Giro d'Italia into a national treasure, and a billion Euro event

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www.cyclingnews.comby https://www.cyclingnews.com/author/stephen-farrand/May 6, 2026Submitted May 7, 2026

When the Corsa Rosa is on, it 'has the power to transform every day into a Sunday' for the Italian people, but how did a race launched to promote a newspaper become a global sporting event?

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