TREVISO – To mark the official start of the 2026/2027 competitive season, the Prosecco DOC Protection Consortium and the white-and-green Benetton Rugby franchise have confirmed and renewed their strategic partnership, now in its sixth consecutive year of sponsorship.
This collaboration brings the Prosecco DOC brand—the quintessential symbol of the Italian lifestyle—to Benetton Rugby’s jerseys and onto the international rugby stage, uniting the winemaking tradition of the Veneto region with the competitive spirit of one of the world’s most noble and respected sports.
Shared Sporting Values and the Culture of the “Third Half”
The partnership between the Prosecco DOC Consortium and Benetton Rugby is based on a deep shared set of values: team spirit, cohesion, passion, and deep respect for the opponent. A central element of this synergy is the famous “Third Half,” the rugby tradition in which, at the end of the eighty-minute match, players and fans gather off the field to share a moment of camaraderie and friendship. Thanks to this partnership, Prosecco DOC takes center stage in this convivial ritual, bringing Italian hospitality and elegance to clubhouses and stadiums around the world.
According to Giancarlo Guidolin, president of the Prosecco DOC Protection Consortium, “The global success of Prosecco DOC is largely attributable to hard-earned teamwork characterized by a strong alignment of goals, in a spirit of sharing universally recognized human values. Rugby embodies these principles in practice, both on the field and after the game with the iconic Third Half. Renewing our partnership with the Lions for the sixth year means continuing to promote Italian excellence and lifestyle around the world.”
Antonio Pavanello, President and CEO of Benetton Rugby, stated: “The renewal of our partnership with the Prosecco DOC Protection Consortium, now in its sixth consecutive year, is a testament to the strength of a relationship that has grown over time and goes far beyond a simple sponsorship. We are two organizations deeply rooted in our region, sharing values such as passion, teamwork, and the pursuit of excellence. Through rugby and our participation in international competitions, we have the opportunity to carry these values beyond our borders, helping to promote the excellence and identity of our region. We are proud to continue on this journey alongside a prestigious partner like Prosecco DOC, with whom we also share a commitment to celebrating the culture of togetherness and camaraderie that finds one of the most authentic expressions of our sport in the “Third Half.”»
The Start of the 2026/2027 Competitive Season
The Benetton Rugby team is gearing up to take on the challenges of the 2026/2027 United Rugby Championship and EPCR Challenge Cup, international competitions that bring together the best clubs from Italy, Scotland, Wales, Ireland, France, Georgia, and South Africa. The season promises to be packed with top-level matches, offering a shared global showcase for Prosecco DOC and the values of Italian sports.
