Giro d’Italia 2026 x Samba: 30 Days on the Road

Mission

For the second consecutive year, the Giro d’Italia chose Samba Digital to support its social media team on the ground throughout Italy’s biggest cycling race. Embedded with the race for 30 days in May and June 2026, our team was tasked with bringing fans closer to the peloton, turning every stage into short-form content built for TikTok and Instagram.

Approach

Our on-site team followed the race from start to finish, with a clear brief: capture what broadcast cameras miss. Three content pillars structured the coverage:

• Candid behind-the-scenes moments with riders, in the team buses, at the start villages and after the finish line, giving the audience access to the personalities behind the performances.
• Trend-driven formats, adapting the platform trends of the moment to the Giro’s riders and stages to maximise reach beyond the core cycling audience.
• Race highlights edited in real time, turning the day’s decisive moments into fast, punchy clips published while the stage was still trending.

Building on the 2025 edition, the team refined its editorial rhythm and publishing cadence to sustain daily momentum across three full weeks of racing.

Results

The second edition of the collaboration once again delivered strong growth:

• 200K new followers gained over the race
• 157M video views on TikTok
• +20% impressions compared to the 2025 edition

Two years in, the partnership shows Samba Digital’s ability to turn a long-format live event into a daily short-form engine, year after year, with measurable audience growth.