MG Sport

Name

MG Sport

Legal name

MG Sport S.r.l.

Website

https://mgsport.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sports Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC), Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)

Keywords

• Sports event management
• Endurance race organization
• Mass participation events
• Athletic event marketing
• Race organization

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Event Registration Fees: Revenue generated from athlete registrations for running, triathlon, cycling, and swimming events across the FollowYourPassion circuit.
2. Event Sponsorship: Partnerships with brands to sponsor sporting events, working together with partners to maximize results.
3. Event Licensing: Transforming one-shot events into innovative formats with development under license.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

MG Sport develops, organizes, and manages mass sporting events in Italy under its FollowYourPassion circuit, the most important Italian portfolio of running, triathlon, cycling, and swimming races held in iconic locations. The company provides end-to-end event organization, sponsorship and partnership development, creation of new event formats, and licensing of its event concepts to third parties. Revenue is generated through athlete registration fees, brand sponsorship deals, and licensing arrangements.

Product overview

MG Sport is an event management company that develops, organizes, and manages mass sports events in Italy. The core product is the FollowYourPassion brand, which constitutes the most important Italian circuit of Running, Triathlon, Cycling, and Swimming events. The FollowYourPassion circuit includes individual named event brands such as Milano21, Bergamo21, Monza21, Milano TRI, Peschiera TRI, Chia TRI, Lovere TRI, Alta Valtellina Bike Marathon, Mont Blanc Gran Fondo, and The Loop, among others. MG Sport also offers four professional service pillars: Event Management, Event Creation, Event Sponsoring, and Event Licensing, which collectively support the organization's mission of creating unforgettable outdoor sports experiences.

Differentiator

Problem solved

Functional benefit

Brands

• FollowYourPassion: The main brand under which MG Sport holds the most important Italian circuit of Running, Triathlon, Cycling, and Swimming races.

Products and services

• Event Management Services End-to-end organization of mass sporting events (running, triathlon, cycling, swimming) in iconic Italian locations, delivered for athletes registering directly through the FollowYourPassion platform.
• Event Creation Services Creation of new event formats and unforgettable experiences, working on existing formats and proposing new ones through innovation and exploration of uncharted terrain.
• Event Sponsoring Services Sponsorship partnership service that works with brands, partners, and venues to maximize results and create successful sports sponsorship outcomes across the FollowYourPassion circuit.
• Event Licensing Services Licensing service that transforms one-shot events into innovative formats with the potential to be developed and operated under license by third parties.
• Milano21 (Powerade Milano Half Marathon) A half marathon running event held in Milan, Italy, part of the FollowYourPassion running circuit. Open to athletes who register directly via the event website.
• Bergamo21 A running event held in Bergamo, Italy, part of the FollowYourPassion circuit, open to athletes via direct registration.
• Bergamo Urban Night Trail An urban night trail running event held in Bergamo, Italy, as part of the FollowYourPassion circuit.
• Monza21 A running event held in Monza, Italy, part of the FollowYourPassion circuit and accessible via direct registration.
• Idroscalo Ten K (MI10K) A 10-kilometer running event held at Idroscalo in Milan, part of the FollowYourPassion running circuit.
• Olbia21 A running event held in Olbia, Sardinia, as part of the FollowYourPassion circuit.
• Milano TRI A triathlon event in Milan, part of the FollowYourPassion triathlon circuit, open for direct athlete registration.
• Peschiera TRI A triathlon event held at Peschiera del Garda, part of the FollowYourPassion triathlon circuit.
• Chia TRI / Chia Sport Week A triathlon and multi-sport event held in Chia, Sardinia, as part of the FollowYourPassion circuit.
• Lovere TRI A triathlon event held on Lake Iseo in Lovere, part of the FollowYourPassion triathlon circuit.
• Alta Valtellina Bike Marathon (AVBM) A cycling marathon held in the Alta Valtellina region, part of the FollowYourPassion cycling circuit.
• Mont Blanc Gran Fondo A gran fondo cycling event staged near Mont Blanc, part of the FollowYourPassion cycling circuit.
• Monza 12H Cycling Marathon A 12-hour endurance cycling marathon held at Monza, part of the FollowYourPassion cycling circuit.
• The Loop A relay running event staged in Milan, operated as part of the FollowYourPassion circuit.
• Milano Linate Runway Run A unique running event held on the Linate Airport runway in Milan, part of the FollowYourPassion circuit.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sport Senza Frontiere (Sport Without Borders)coreStrategic or Co-development PartnerActive multi-year collaboration with the nonprofit organization Sport Senza Frontiere, which aims to ensure access to sports for minors in socio-economic hardship or other disadvantages. MG Sport allocates part of registration fees to support this initiative.

Scale indicators3 records

Recent moves7 records

Expansion highlights3 records

Others

• Octagon: Octagon is a global sports marketing and events agency; it is comparable to MG Sport's event sponsoring and licensing service lines in terms of serving corporate sponsors seeking sports activation platforms.

Direct peers

• Ironman Group: Ironman operates the world's largest mass-participation triathlon, running and cycling event portfolio, directly comparable to MG Sport's FollowYourPassion triathlon and cycling brands (Milano TRI, Chia TRI, Alta Valtellina Bike Marathon).
• Run Rome The Marathon (Maratona di Roma): Maratona di Roma is a flagship Italian mass-participation running event; it directly competes with MG Sport's running circuit (Milano21, Bergamo21, Monza21) for athletes, sponsors and municipal partnerships in the Italian endurance market.
• Competitor Group (Rock 'n' Roll Running Series): Competitor Group organizes mass-participation running events worldwide; it is comparable to MG Sport in business model (mass running events, sponsorship-driven) and competes for international athletes who might otherwise travel to Italian events.
• RCS Sport: RCS Sport is the leading Italian sports event organizer (e.g., Giro d'Italia, Milano Marathon), making it the closest direct peer to MG Sport in mass-participation and professional sports event management within Italy.

Broad incumbents

• Federazione Italiana Triathlon (FITri): FITri is the Italian triathlon federation that sanctions national triathlon competitions; it is a comparable ecosystem player for MG Sport's triathlon brands and influences race eligibility, calendaring and athlete registration.
• World Triathlon: World Triathlon is the international governing body for triathlon and organizes World Championship events; it is adjacent to MG Sport's triathlon event portfolio and shapes the regulatory and competitive landscape in which MG Sport operates.
• Federazione Italiana Atletica Leggera (FIDAL): FIDAL is the Italian athletics federation and sanctions/coordinates national running events; it is an ecosystem participant that influences permitting, calendaring and athlete participation for MG Sport's running circuit.

Emerging players

• Spartan Race: Spartan operates mass-participation obstacle and endurance events globally; it overlaps with MG Sport's endurance/sport-mass audience and competes for sponsorship budgets and athlete registrations in the European endurance segment.
• Tough Mudder: Tough Mudder runs mass-participation endurance events with strong experiential branding; it competes with MG Sport for endurance-sport enthusiasts and corporate sponsorship in the same experiential-events category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/followyourpassionita
• LinkedInlinkedin.com/company/mg-sport-s-r-l
• Instagraminstagram.com/followyourpassion_it

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MG Sport