The best testimonial: Eddy Merckx
All this in the “Italian” period that goes from 1958 to 1970. From 1971 to 1976, to characterize the Molteni brand even more, will be a Belgian rider named Eddy Merckx, nicknamed the “Cannibal” for his hunger for victories. A two-wheeled monster, with a more insatiable appetite than the “sciur” Pietro, who is also not joking. Eddy, who comes from Brussels, is not interested in hams or mortadellas. Speck or lugànighe. No, he is only interested in racing. One goal after another. Giro d’Italia or classics it doesn’t matter: everything is fine. The important thing is to win. And with the Molteni Merckx he will win 246 races, conquering four Milan-Sanremo, four Liège-Bastogne Liège, three Tour de France, three Giri d’Italia, two world titles and an hour record in 1972 that made history.
“Dad Ambrogio I think he has brought cycling into a whole new dimension”, explains Mario Molteni who, with his sister Pierangela, called Lalla, very strongly wanted it to be collected in a book – skillfully edited by Pier Augusto Stagi – the story of a family that has brought Italian cycling all over the world. «Dad was the first to fully understand the effectiveness of sponsorship in this sport. The team as a direct emanation of the company, which must not only have an impact on internal markets but also outside national borders. And a rider like Merckx, the most successful of all time, was strategic ».
An exceptional team
In retrospect we talk about strategies, business, marketing, a word that, in those days, very few used. Molteni, however, was above all an exceptional team, made up of riders of enormous talent and humanity. A team led by a sporting director, Giorgio Albani, too, and not only thanks to Merckx, who later became the number one of the technicians (for a certain period also racing director of the Giro d’Italia). A true champion, always able to solve any problem. «Dad never considered cycling a job, but a sport and a privilege. Pure passion. The Molteni riders were part of his family and we children also lived that wonderful life experience in the same way, ”says Rossana Albani.
Molteni’s early years are the most romantic and cheerful ones. It was a kind of extended family with riders, however, already of the first level: Pierino Baffi, Guido De Rosso, Guido Neri, Alcide Cerato, Giacomo Fornoni. In addition, two neo-professionals of great future: Michele Dancelli from Brescia and Gianni Motta from Cassano, expressly reported by Ernesto Colnago, the future master bicycle builder.
Gianni Motta, the first bet won
«Gianni Motta is the first bet won, the first runner I signaled by putting my face on it. Pure class, immense talent. He went to work at Motta, the one of panettone, by bicycle. When he came to me to ask for a bike, he immediately told me he didn’t have any money. You will pay for them with the victories, I replied. And in fact, every victory, two thousand lire. At a certain point I didn’t ask him anything more … But what a beauty … How many satisfactions! Gianni also won the 1966 Giro d’Italia ».