Cheer IT

Cheer IT

From top-level goods and race cars to the famed talent of Italian athletes: Made in Italy’s prestigious reputation stands out in every sector.

Passion and innovation meet halfway. The result? Millions of aficionados across the world love and select Italian products and services, including high-level events and breathtaking sports competitions.

IT is all about always raising the bar!

Join the team and become a football star!

Italian football legends are now Made in Italy ambassadors. Now you can be one too!

Alessandro Del Piero, Alessandro Nesta, Francesco Totti, and Christian Vieri: the Italian football stars teamed together to represent Made in Italy across the world. From New York’s Summer Fancy Food Show to Frankfurt’s Techtextil, and all the way to London’s Italian Football Day and Paris’ SIAL, Italian products and services are sought after and appreciated everywhere.

Now they’re set to launch the coolest challenge of the summer. Are you ready to answer the call and show off your best freestyle moves?


The Be IT campaign knows no limits and goes digital, capturing even the world of videogames!

The greatest bike race meets Italian beauty

Discover Giro d’Italia

Giro d’Italia is the most well-known cycling race in Italy. The ‘Giro d’Italia,’ held for the first time in 1909, unites positive rivalry with the beauty of the nation, going from North to South in an infinite exploration of what every area of Italy looks like.

Be IT supports talent and accompanied athletes upon several stops of the competition this year.

Say IT

How do you say IT?

Made in Italy is often used as a synonym for quality. But, there’s a lot more to it!  Let’s take a look at some Italian terms that unveil the distinctive qualities of Italian products and services.

Maglia ciclamino

/’maʎʎa ʧikla’mino/

Cyclamen jersey

During the Giro d'Italia, racers can achieve a variety of results based on speed, circuit type, and best young performance. Each of them wears a different coloured shirt. The 'maglia ciclamino' is the shirt worn by the athlete with the greatest points total.

There is more! Be IT also accompanied the athletes and the green jersey winner of the United Arab Emirates Tour race.

Speed, design, and iconic Italian manufacturing - in one place

Imola Racetrack
a legacy of Made in Italy

Its full name is Autodromo Internazionale Enzo e Dino Ferrari, but this circuit is so iconic that everybody knows it simply as Imola.

The Imola racetrack is located in the Emilia-Romagna region, which is home to the famed Motor Valley. “Speed was born” here, owing to the presence of the world’s leading automotive and motorcycle brands.

Education centres, museums, international circuits, and industry operators: everything in one place for every pilot at heart.


Be authentic

When products and services are Made in Italy, they adhere to the highest standards of quality and excellence. It is therefore important for both producers and consumers to adopt measures to protect original goods from counterfeit products. But how can you be certain of a product’s reliability? It’s simple: follow the advice of experts!

Celebrating the best Made in Italy products

Explore Amazon’s Made in Italy Days exclusive selection

Amazon launched the Made in Italy Days to commemorate the country’s Republic Day in June 2022. A unique presentation of the greatest Made in Italy products, all in one place at amazon.it/madeinitaly.

Guess IT

Did you know IT?

Challenge yourself with a game to learn more about how Italy deftly combines culture and technology. Get immersed in the Italian world of excellence: a journey that will let you discover the production and supply chains of several significant sectors that allow Italy to stand out in the global market.

Motor Valley is just one of its names! Emilia-Romagna is also well-known as a key player in another area. Can you guess what IT is called?

Oops! Not 100% correct.

Yes, Data Valley is correct. However, it is also known as the Food Valley, due to the significant concentration of D.P.O. goods moving across tradition and high-quality products.

Oops! Not 100% correct.

Yes, Food Valley is correct. However, it is also known as the Data Valley, as it’s Italy’s biggest computing resource (accounting for 70% of Italy’s computing capacity) thanks to its many research centres. In fact, soon it will become the perfect setting for the new Big Data Technopole.


Aside from the auto industry, the Emilia-Romagna region has major assets in two key sectors. It is known as the "Data Valley" because of its many research centres, which account for 70% of Italy's computing capacity. It will soon be the perfect setting for the new Big Data Technopole.

But that's not all: the region is also known as the Food Valley because of the significant concentration of D.P.O. products, ranging from traditional to high-quality.

Motor Valley is just one of its names! Emilia-Romagna is also well-known as a key player in another area. Can you guess what IT is called?