RAI and Eroica Montalcino: a story shaped by passion

Eroica is much more than a cycling event: it is a journey through collective memory, a tribute to an Italy that has shaped its identity through sport, popular culture, and shared storytelling. In this narrative, RAI — the national broadcaster of all Italians — has always played a central role. And there could be no better companion to tell the story of Eroica Montalcino.

This partnership, renewed after Eroica Gaiole in Chianti and now again for the IX edition of Eroica Montalcino, represents the meeting of two deeply Italian spirits. On one side, Eroica — guardian of an authentic style of cycling made of gravel roads, vintage bicycles, and timeless values. On the other, RAI — which, since the post-war years, has given voice and image to the passion of millions of cycling fans, broadcasting the great exploits of champions straight into the homes of Italians.

A bond rooted in history

Eroica draws its inspiration from the mid-20th century — the same era in which first radio and then television began recounting to the whole nation the legendary feats of Coppi and Bartali, Gimondi, Moser, and Pantani. RAI captured the epic of Italian cycling and continues today to give voice to its most authentic spirit, combining information, culture, and emotion.

A widespread and valuable presence

Also for this edition, RAI’s leading news and sports outlets will follow and amplify the story of Eroica. A multi-voiced narrative spanning multiple channels and formats, giving national (and international) visibility to an event that has, over the years, captured the hearts of a broad audience.

A collaboration that celebrates the territory

As Italy’s foremost cultural institution, RAI guarantees quality and credibility in the narration of our heritage — not only sporting, but also artistic, environmental, and human. Through its cameras and microphones, the villages of the Val d’Orcia, the hills of Montalcino, and the faces of heroic riders and local communities all become protagonists in a story that is at once sporting and popular, national and international.

A story that speaks to everyone

Thanks to RAI, Eroica Montalcino has become a truly “national-popular” event — or perhaps even better, an “international-popular” one. Its powerful storytelling lends itself to a wide range of perspectives: from sports coverage to culture, from tradition to sustainability, from local identity to collective memory. And it is precisely this multiplicity of narratives that makes the RAI–Eroica partnership so unique.

Together, looking ahead

With RAI’s support, Eroica Montalcino continues to grow — not only in audience numbers but also as a platform for shared storytelling. It’s an opportunity to ride together, to tell real stories, to discover faces and landscapes, and to build — step by step, ride after ride — an Italy that remembers its roots and transforms them into momentum for the future.