New Holland tractor in special “jersey” for Giro d’Italia sponsorship

In celebration of New Holland’s sponsorship of iconic cycling race, Giro d’Italia, the company has “dressed” one of its T5.140 tractors in bright pink livery, inspired by the maglia rosa jersey worn by the race’s General Classification leader.

The tractor will make its public debut at New Holland dealer, Gruppo Dalla Vecchia’s stand at the Fieragricola show in Verona in March, before making its way to Budapest, Hungary, in May for the start of the tournament. It will then follow the entire route of the 105th edition of the Giro d’Italia, meeting cycling enthusiasts and race supporters as well as farming communities along the way, before eventually finishing up in Verona.

 “Our tractor in its Leader’s Jersey livery will also be at the centre of a rich programme of events that will unfold throughout the year, bringing the passion and emotion of the Giro d’Italia to cycling and sports fans for months to come,” said New Holland Brand President, Carlo Lambro.

“It is a great way to celebrate the values that the Grand Tour has in common with New Holland and agriculture: the sustainability, innovation, determination and passion that drive us in everything we do.”

The tractor’s special livery was designed by CNH Industrial’s Design Centre to express the dynamic, high-powered performance, and determination of sporting competitions of this calibre.

“We based our design on the colour palette of the Giro d’Italia,” said CNH Industrial Design Director, David Wilkie.

“We used the pink colour of the leader’s jersey to denote the sporting excellence of a winner, the drive, performance and staying power that it takes to win a GrandTour race – the same qualities that New Holland tractors demonstrate in the fields as they overcome the daily challenges of farming to reach their goals.

“We used black in graphic elements that evoke the speed of the riders, the spinning wheels of their bikes and create a strong visual link to the Giro d’Italia.”

The iconic maglia rosa (pink jersey in Italian) was introduced in 1931 to make it easier for cyclists and spectators to identify the race leader in the peloton. The idea came from Armando Cougnet, a journalist at La Gazzetta dello Sport, the Italian sports newspaper behind the Giro d’Italia that was printed on pink paper.

Learco Guerra was the first rider to wear the maglia rosa after winning the first stage of the 1931 Giro.

The 2022 Giro d’Italia is set to kick off in Budapest on May 6 and will continue in Hungary for the first three stages before heading for Italy. The race will finish on May 29 in Verona, when the riders will have completed all 21 gruelling stages.