The sponsors of this edition will be the protagonists of a “dynamic narrative of creative thinking”, as explained by Stefano Coletta, director of Rai1. Costa Cruises, Eni, Suzuki presented the partnership model that will make it possible to create content on the theme of sustainability. «Brand integration – he added – is a new reality for generalist TV. Today it has become a tool not only for business but also for editorial expansion. We can deal with issues such as sustainability, thanks to integration. We always need new elements to broaden the perimeter ». “It is a source of pride that three very large companies have chosen the Festival,” added Amadeus. And the CEO of Rai Pubblicità, Gian Paolo Tagliavia: “Each company integrates itself within Sanremo according to what its objectives are”. “We were born and raised in Liguria: our ships depart from Genoa and bring the Italian spirit to the world – said Mario Zanetti, CEO of Costa Cruises – Costa Toscana will be an extension of the Ariston stage”. Each evening from the ship’s theater there will be a mini-show of a guest yet to be revealed. Hosted by Orietta Berti and Fabio Rovazzi, who will also be interpreters of a web series, broadcast on Costa’s social channels, which will tell about their experience on Costa Toscana at the Sanremo Festival.
The CEO of Plenitude (Eni gas and light) Stefano Goberti, presented Plenitude, «the new identity of Eni gas and light, the outpost of Eni’s decarbonisation strategy». With a statement, Greenpeace pointed the finger at Eni: “it is yet another episode of greenwashing of the fossil fuel industry”. Also present was the CEO of Suzuki Italy, Massimo Nalli, who chose the Festival to debut the new S-Cross Hybrid.
Two historical sponsors are back: Ferrero and Lavazza. The first company returns with World Nutella Day, celebrated every year around the world on February 5th: it will also arrive on the Ariston stage. Lavazza will present the campaign dedicated to the first capsules «made with zero CO2 impact».