SAY contributes to the success of the 30th Südtirol Dolomiti Superbike race

On Saturday, July 12, the town of Villabassa in Val Pusteria hosted the 30th edition of the Südtirol Dolomiti Superbike, one of the most spectacular and popular mountain bike races in the world. First held in 1995, the event attracts thousands of enthusiasts every year — from professionals to amateur riders — ready to take on three demanding yet breathtaking routes, set against the iconic backdrop of the Tre Cime di Lavaredo and the stunning landscapes of the Puster Valley.

This year’s race saw record numbers, with more than 2,500 bikers from over 30 countries competing across three courses of varying lengths and elevation gains: 123 km with 3,400 m of elevation gain, 85 km with 2,360 m, and 60 km with 1,570 m.

For the seventh consecutive year, SAY S.p.A. was responsible for the production of photo and video content, the management of social media channels, and digital advertising activities for the promotion of the event and of the ticketing, in Italian, English, and German. SAY also coordinated the event’s digital communication in collaboration with the sponsors.

The SAY team — made up of journalists, photographers, and videomakers — supported the event’s promotion from the end of the previous edition, and was on site throughout the race weekend, documenting live key moments of the competition, from the starting line to the awards ceremony, as well as the side events. Dedicated content was also created focusing on the athletes and special guests of this year’s edition.

Working in close collaboration with organizers, sponsors, and local institutions, SAY contributed to the success of the event by ensuring consistency, quality, and impact across digital communication efforts, while also supporting the strong performance in ticket sales. A role that confirms the agency’s expertise in elevating sports events and engaging their key stakeholders: organizers, right holders, brands, and athletes.

“This is our 30th edition. The event was born in 1994 from an idea shared by four friends at a bar, and over thirty years it has become a race with more than 2,500 participants, thanks to a fantastic team, our volunteers, and our sponsors,” says Kurt Ploner, President of ASD Dolomiti Superbike and creator of the event. “A lot has changed in 30 years, especially in the field of communication. Today, being present on modern media is more important than ever. A big thank you goes to SAY, the agency we’ve trusted for the past seven years, which has shared this journey with us and helped us grow in this area too!”