Che Peter Sagan sia dotato di grande estro e simpatia non lo si nota soltanto quando scatta sui pedali, ma soprattutto a margine delle gare, durante interviste e premiazioni (tranne quando allunga le mani), e sui social. Gli organizzatori del Giro d'Italia hanno allora voluto sfruttare la verve dello slovacco, alla sua prima partecipazione in carriera alla corsa rosa, per promuovere la gara che quest'anno si svolgerà, dopo Tour de France e Mondiali, tra il 3 e il 25 ottobre. Lo spot pubblicitario, che vede il 30enne alle prese con le opere della Pinacoteca Brera, è decisamente riuscito.
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