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The bond between sport and solidarity in the golden era for Italian athletes

The past year was a golden one for Italian champions, from the victory at Euro2020 to the record number of medals won at the Olympic and Paralympic Games in Tokyo. 2022 started with the results of women's skiing: in this unique period, Generali continues to support the major sporting events and to promote the wellbeing of individuals and communities

A season of triumphs. The year 2021 was a record one for Italian sport and 2022 appears to be no less significant: from the Wimbledon final reached by Matteo Berrettini to the national football team’s victory at Euro 2020, from the 40 medals won at the Tokyo 2020 Olympic Games to the 69 won at the Paralympic Games.

The best came through the poles and gates of ski slopes, with the extraordinary results achieved during the Beijing Olympic Games and the World Cup. Banca Generali supports Federica Brignone who on 5 March won the Super G Cup with one race to spare, obtaining her third speciality trophy and becoming the first Italian ever to achieve this goal. The season ended in the best possible way with a fantastic Italian double victory in the last giant slalom of the season in Meribel on Sunday 20th March, with Brignone ranking first and Marta Bassino coming second.

The Banca Generali team is again on the snow

At an extraordinary time for Italian athletes, Generali continues to support major sporting events – particularly ski: the Group was again at the forefront of this year’s “White Circus”, sponsoring the FIS Ski World Cup, and especially the top events in Kitzbühel and Garmisch-Partenkirchen.

Once again, the star of the White Circus was the Banca Generali team headed by Federica Brignone, sponsored by Generali since 2011 and the only Italian woman in history to win the overall World Cup in 2020. Among the men skiing for the Banca Generali team were Alex Vinatzer and Guglielmo Bosca.

Promoting sports is a way to bring the values in which the Company believes to the community as a whole. This belief inspired two projects in particular, dedicated to younger generations. The first, "Un Campione per Amico" (A Champion for Friend), was launched in 2009 and immediately saw the participation of several children who had the opportunity to play, have fun, and be inspired by four legends of Italian sport: Adriano Panatta, Jury Chechi, Andrea Lucchetta and Francesco Graziani.

Sports is also a way to promote inclusion: the second project, developed in collaboration with "Sport X All", an association that promotes Paralympic skiing, is designed to bring young Paralympic skiers closer to the great champions of Italian skiing. For the 2021/2022 Alpine skiing season, "Sport X All" athletes will be accompanied on ski slopes around the world by the Banca Generali brand, alongside Federica Brignone, Alex Vinatzer and Guglielmo Bosca.

From athletes to customers, the ongoing partnership between Generali and Vitality

Through its sporting sponsorships, the Lion encourages an active and healthy lifestyle to improve wellbeing. The Group builds partnerships with organisations that share its values and focuses on promoting a sports culture among young people while advocating teamwork and social integration.

Whether at a professional or amateur level, sports are an essential part of people's daily lives and should be part of their routine - from the Olympic Games to running and playing with friends. That is why, in July 2021, Generali announced the extension of its European partnership with Vitality Group for Generali Vitality, an innovative health and wellness programme designed to encourage and reward healthy behaviour from clients seeking to lead a healthier lifestyle. With an added value that has become even more evident in the last two years, marked by the Covid-19 pandemic.

In addition to improving individual conditions and wellbeing, Generali Vitality programmes aim to take care of others as well. Such solidarity also translates into the opportunity, for customers, to donate the prizes won in the framework of the programme to support the initiatives of The Human Safety Net, the foundation created by Generali in 2017 that collaborates with no-profit organisations in Europe, Asia, and Latin America to unleash the potential of people living in vulnerable circumstances, to improve the lives of their families and communities.

A long marathon between sports and solidarity, one that Generali joins to remain by the side of individuals and communities to grant prevention, protection, and assistance, as well as to spread the values that inspire the Group’s commitment to being a true Lifetime Partner.