Aftering forming a partnership earlier this year, the brands will come back together for the iconic urban downhill mountain bike racing event. It will be the first time ever that the event is held in Europe.

Prima, the Italian-founded car insurance provider, has reaffirmed its partnership with Red Bull for the European debut of the Red Bull Cerro Abajo. The iconic urban downhill mountain bike racing event has been held in South America for the past twenty years. But this October, the third stage in the 2024 series will take place in Genoa, Italy, this year’s European Capital of Sport.

Thirty of the world's best urban downhill riders will compete in a timed descent through the streets of Genoa. The 2km circuit will feature tight corners, narrow alleys, stairs, buildings and even rooftops, giving them the chance to wow crowds with jumps and stunts. The race will be broadcast live on Red Bull TV.

Earlier this year, Prima and Red Bull unveiled their partnership at the Misano circuit for the San Marino and Riviera di Rimini MotoGP. The brands will reunite for the Red Bull Cerro Abajo, with plenty of fresh initiatives lined up. This includes an exclusive branded hospitality box, offering top views of the circuit. The competition will also open with a rider in Prima-branded gear. And Prima will host its own stand at the event, offering fun challenges for spectators.

“After the success of Misano, we’re excited to continue our journey together with Red Bull, especially in such an important sporting location as Genoa,” says George Ottathycal, Prima CEO. “This partnership is an opportunity to explore new ways of communicating and connecting with our customers. It’s a chance to showcase the young and dynamic spirit of Prima, which has always made us unique.”

Andrea Balestrino, Prima’s Country Manager for Italy, adds, “We’re proud to be able to offer unique experiences not only to our customers, but also to our employees and agents, through surprising partnerships with brands that take us beyond insurance. At Prima, we believe in making things happen – and the Genoa event is confirmation of this.”

The Red Bull Cerro Abajo is sponsored by the Municipality of Genoa in connection with Entities, Federations and Sports Associations. Free practice will take place on Saturday 19th October, while the qualifiers and long-awaited final will happen on Sunday 20th October.

Genoa marks the last in the three stages of the 2024 Red Bull Cerro Abajo. The earlier two stages were held in March. The first in Valparaiso, Chile, was won by Brazil’s Lucas Borba. The second in Guanajuato, Mexico, was won by Colombia’s Juanfer Vèlez. The Italian stage will decide who takes home the trophy.

For more information: https://www.redbull.com/it-it/events/red-bull-cerro-abajo-italia