A winning bid of 1,200 euros, sealed after 45 bids. That was the price for the chance to ride alongside Team Visma | Lease a Bike, led by Jonas Vingegaard, during Stage 13 of the Giro d’Italia. The lucky winner will not only get access to the team’s hotel and bus but also sit in on pre-race briefings. Fans no longer just want merchandise; they crave experiences.
“This offers a glimpse into cycling that fans normally never get,” says Ana Maria Covrig, a specialist in sports memorabilia. “Seeing the roads the riders race on and feeling the atmosphere up close is truly unique—an unforgettable experience. Doing it with the team makes it even more thrilling,” she adds.
The successful bidder will be greeted by team staff, shown around the hotel and team bus, and even get to meet some of the riders. They’ll also follow the stage from Alessandria to Verbania from inside the team car, before witnessing the podium ceremony live.
**Material Mementos Still Have Their Place**
This isn’t the only way to snag an exclusive race-day experience. The Giro itself offers the “Giro Club” hospitality packages, with VIP options spread across all 21 stages. Prices range from 100 pounds for a reserved departure viewing spot to 1,350 pounds for a ride in an accredited car during the most important stages.
But physical souvenirs still hold value. In the same Catawiki auction, two jerseys worn by Belgian rider Wout van Aert—winner of the latest Paris-Roubaix—sold for 1,450 and 3,400 euros respectively. The more expensive one was the jersey he wore in the 2026 Tour of Flanders.
“They tell the complete story of what happens out there. Not just the result, but everything it takes to get there. Knowing they can now reach fans who value that connection keeps the story going beyond the finish line,” says Jonas Vingegaard, the team’s leader and top favorite to win the Giro, which starts this Friday.
**Experiences for Every Fan**
Cycling isn’t alone in jumping on the experience bandwagon—the latest trend in sports marketing. Football is also exploring this business opportunity. Fans no longer just want their idols’ possessions; they want to be part of their world.
LaLiga, in partnership with Airbnb, is offering “unique ways to enjoy football.” Three travelers had the chance to tour Fuentealbilla (Albacete) guided by local legend Andrés Iniesta, followed by a casual match against the hometown team.
Striker Fernando Morientes also opened his home to a group of fans, inviting them for tapas and showing off his personal collection of sports memorabilia.
“It was a ten-out-of-ten experience. We felt super comfortable—like hanging out with friends. Both Morientes and his wife Victoria were incredible. I’d do it again without hesitation. It’s a really cool way to see the life of a footballer beyond the pitch,” wrote Iris from Benidorm (Alicante), giving a five-star review.
**A Charitable Twist**
In other cases, the goal is charity. Two-time Olympic medalist in artistic swimming, Ona Carbonell, raffled an afternoon with her at the Sant Cugat High Performance Center to fund a therapeutic space at the Germans Trias Hospital in Badalona. Participation required a minimum donation of 5 euros on the Fan platform.
