A Bocconi Alumna at the Wheel of Giro d’Italia Women

Working in sports is something (nearly) everyone desires because, generally speaking, it is one’s passion coming to life – whether as an athlete or, on the other side, as a manager, executive or coordinator. For Giusy Virelli, it happened. After graduating from the Economics and Management for Arts, Culture and Communication (CLEACC) program, where she “had enrolled already with the aim of finding a future job in the field of sports planning", she landed an internship at RCS Sport after a stint at Radio 24. "I arrived at RCS Sport, joining the team dedicated to cycling, and was put in charge of the marketing. It was a bit of a natural evolution of my studies," she says. At first, she was the only woman in a male-dominated sports organization, looked upon with skepticism, if not suspicion: "However, things changed quickly and I began to be appreciated for my work. Within the team I had the opportunity to participate in inspections at the different leg locations of the (men’s) Giro d'Italia, as well as the other races organized by RCS Sport, dealing – as mentioned – with the marketing aspects. Then, due to an internal job rotation, I moved on to work in the field of planning." At the beginning of the summer, Giusy Virelli served as project manager of the women's Giro d'Italia – an event new to RCS – and, she says, it was a way "to challenge myself personally and put into practice what I have learned in recent years. I should also mention that I obtained the title of professional race director from the Cycling Federation – a title of the highest level, one that would allow me to become director of the men's Giro as well." Becoming project manager of an event of this magnitude means supervising all aspects, from defining and planning the route to actual marketing strategies in the local area. She explains that this applies "for both the men's and women's Giro since no entity is willing to invest lightly without a real strategy behind it." It is a job with many facets, involving many different professions – one that leaves no room for boredom, or resting on one’s laurels. "We are always a step ahead with our work", explains Giusy Virelli, "the men's Giro traditionally starts in May, but we are already busy working on the following year’s race set for January/February. We collaborate with several former professional cyclists to map out the route since they have ‘on the ground’ experience, of which we obviously do not. Once the route has been finalized, the cities have been identified and the business plan has been proposed, there is the entire legal part of the contract that needs to be settled".
Precisely regarding the route of the women's Giro, Giusy Virelli was accused of 'malice'. What happened? "They said that I designed legs that were too hard. I actually believe that women can survive tough legs; women are extremely competitive, and the event stands to gain from it. We must not forget that cycling, more than others, is a very televised sport." Giusy Virelli works and deals with world-class champions. Is the approach with women different from men? "Cycling is all in all a small, restricted environment, where everyone knows each other and where there is a general willingness on the part of athletes to meet the demands of the public and organizers. Women are even more willing in this, probably because they are aware that obtaining greater visibility is necessary." Cycling in Italy has always been one of the sports with the largest fan following. Is there another sport in which Giusy Virelli would like to work at some point? "Each sport has its own peculiarities, and generally those who start in a certain discipline then continue with it. It is not a very fluid environment, let’s say. However, if the opportunity arises, I would consider it." She has other ambitions, though: "The event in which everyone would like to help organize is the Olympics, especially the Summer Games. If Italy were to organize them in the future, it would be a dream to participate. I could maybe coordinate the cycling trials; why not?"