The announcement with a video on the occasion of the International Day for the Elimination of Violence against Women.
Bologna, 25 November 2024 – Lavoropiù announces the partnership with Alice Bellandigold medal at the Paris 2024 Olympics in the -78 kg category of judo. The agreement, valid for the whole of 2025, was achieved thanks to the mediation of LGS SportLab and involves the use of the athlete’s name and image for a series of initiatives that will be developed during the year. The choice to present this collaboration on the occasion of International Day for the Elimination of Violence against Women highlights the main objective of the entire operation right from the start: to activate the respective communities on some of the most urgent social issues, consistently with the values promoted by Alice Bellandi and Lavoropiù.
This partnership represents a novelty for Lavoropiù, which for the first time supports an Olympic champion and enters the world of judo. The project is part of a strategy of diversification of sports partnerships, which in the last three years has led the company to strengthen its presence also in emerging sports and in disciplines less known to the general public. In addition to sponsorships in football, basketball, volleyball, tennis and motorsports, Lavoropiù has broadened its range of action by also entering the field of martial arts, boxing, sailing and padel.
For the kick-off of the partnership with Alice Bellandi it was made a videostructured as a mini-interview, in which the athlete is brought to deal with words donna, violence e respectand to comment on them in a spontaneous and direct way. The final message of the video unequivocally summarizes the position shared by Alice Bellandi and Lavoropiù: “Violence is the only ‘talent’ that deserves to be wasted.” A provocative phrase that triggers a linguistic short circuit between the positive meaning commonly attributed to the word talent and the common expression wasted talent. Both concepts, combined with the word violencethey lose semantic hold and are transformed into something destructive. The aim is to challenge perceptions, pushing for deeper reflection on the need to intervene at a cultural level to combat all forms of violence against women.
The comment of Marketing Director of Lavoropiù, Matteo Naldiwho also appears in the video with the role of interviewer: “Alice Bellandi is an extraordinary character from every point of view. Sporty, professional and human. His is a powerful story, which deserves respect and to which we want to give further resonance. I’m sure we will do great things together, bringing value to our communities. Lavoropiù, with this partnership, returns to deal with a new discipline in an elite context, confirming its ability to intercept the most iconic personalities of Italian sport.”
“We are enthusiastic about this partnership because we believe it can enhance Alice” he declared Valerio Malavasi, Business Development Manager at LGS SportLab. “Lavoropiù is a reality capable of recognizing the sporting merits of athletes, but above all it is attentive to the values and positive messages that they manage to transmit with their actions and their businesses.”.
