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Sport
and culture

Sports has always been a major promotion vehicle. And, on top of all, a true passion that brings us closer to people, territory and youngsters.

At the same time, supporting historical places of our culture lets us participate to the artistic and cultural growth of our territory. We always didi t and we will keep doing it.

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Novipiù and basketball

From 2010, Elah Dufour Novi company partnered with Casale Monferrato, Italy and his long-time basketball tradition: Novipiù is title sponsor of some of the most important basketball activities and program in the region, enthusiastically supported with passion and continuous spur by Dott. Guido Repetto, CEO of Elah Dufour Novi.

Novipiù JB Monferrato

Our Company is title sponsor of J Basket Monferrato, newly-born basketball club in Casale Monferrato and playing in the National A2 Championship. In the summer 2020, Novipiù JB took over the place of historic club Junior Casale, which our Group has been proud title partner for 8 years, including the only Serie A (first division) played by the team in 2011-2012 season.

Novipiù Campus

Born with the idea of developing the game of basketball in a more professional and widespread within the macro-region Piedmont-Liguria, Novipiù Campus has been on of the first Italian program of aggregation – with technical, competitive and social preparation. The program led the Company to invest in its youth team: Novipiù Campus Piemonte, founded in 2018.

Novipiù Cup

Novipiù Cup basketball tournament is a U15-category event, traditionally organized during the Easter week. Launched in 2012 and developed by a synergy between the best basketball organizations in Piedmont, Novipiù Cup soon became one of the best Italian tournament for youth teams.

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Cycling’s Tour of Italy

Novi has been “Official chocolate” of the 2020 Giro d’Italia (Cycling’s Tour of Italy). Unique and must-see heritage, the Giro has all the credit to unify the country and enhancing the whole Italian territory by carrying on important values as passion, sacrifice, respect, history, but also modernity and innovation, entertainment and social responsibility: values that Novi daily and fully identifies with. Novi brand has been clearly visible in all of the 21 stages, with signage along the route, in the Start and Arrival areas and by doing product-placement activation in the Hospitality areas set up by the Organization.

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More sports partnerships

The development of our surrounding area is among our priorities – in sports, too. That’s why we proudly support some traditional Novi Ligure sports activities as ASD Novi Hockey-in-line (U12, U16, Serie C) and “Forza e Virtù” Novi gymnastic club, founded in 1892.

Sport Highlights

1940
Elah at Marassi Stadium

After the historical fencing tournament “Coppa Moliè”, launched by Elah’s founder Francesco Ferdinando Moliè in 1934, Elah brand appears in front of the big crowd for the first time: it happens in Marassi, the famous Genoa soccer stadium.

Sport Highlights

Fausto Coppi and Novi

Cycling legend Fausto Coppi spent the most of his live in Novi Ligure, visiting our chocolate company several times during the ‘50. Even today, we celebrate him with an iconic image on the outer wall of our production site.

Sport Highlights

1983
Straponente running race

With the early purpose of supporting the territory, Elah contribution is crucial for the organization of Straponente, a longtime traditional running race of the Ligurian community.

Sport Highlights

1983
The love for water polo

Elah traditionally loved waterpolo, a very popular sports in the region: the Company continues the tradition by partnering with Lys Bogliasco in Serie A, Andrea Doria in B and Rari Nantes in C.

Sport Highlights

1983
The Globetrotters show in Genova

Elah is main sponsor of a magic basketball event: at the Fiera sports palace, the Harlem Globetrotters are stars of the game, here posted with Cubik Mou candies in the hands.

Sport Highlights

1984
Genoa FC’s Serie A jersey sponsor

The Group's first major partnership is with Genoa FC, which carries Elah brand on its jersey front for one season: Gigi Simoni is the manager, Claudio Onofri the team captain.

Sport Highlights

1990
Genova Basketball Team

The first sports rooting program is developed with basketball: Elah Genova, which will be one step shorter than making it Serie B, puts basketball on the city map again.

Sport Highlights

1994
Minibasket events in Genoa

Supporting youth programs has always been a company purpose: thanks to Elah, Fiera sports palace in Genova opens on regular basis to attract younger kids to the basketball discipline.

Sport Highlights

2010
Junior Casale Jersey Sponsor

The very beginning of the basketball journey in Casale Monferrato. Novi appears on the Junior Casale jersey, right in the season which lifts the team atop the League and in First Division for the first time.

Sport Highlights

2010
Coppa del Porto Elah Pegli

The link with the city which gave birth to Elah company and where the first plant stood, is still strong: since 2010, the Company supports Coppa del Porto event, a basketball tournament held by Basket Pegli for schools nearby.

Sport Highlights

2011
Title Sponsor Junior Casale

Since 2011, Novipiù stands for basketball: the brand becomes Junior Casale title sponsor, then trademark for Novipiù Campus and Novipiù Cup assets and, recently, JB Monferrato title sponsor.

Sport Highlights

2011
Gran Piemonte

Novi enters the cycling scene by sponsoring 97th edition of Gran Piemonte race: the Finish Line is set up right in front of the entrance of Elah Dufour Novi headquarters in Novi Ligure, a city that loves cycling champions.

Sport Highlights

2019
Giro d'Italia

For the first time, Novi partners with Giro d’Italia on the occasion of 11th stage from Carpi di Novi Ligure: the winner, Australian Caleb Ewan, crosses the finish in front of our headquarters again. 

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culture

Culture

We reflect our support to the land we operate in by actively participating to its cultural life and growth. Since our Group early days, we partner with historical places and popular events of our culture.

Genoa National Theater

Teatro Nazionale di Genova (Genoa’s National Theatre) combines for almost 100 years of theater with its heartbeat for prose, for both great classics and new drama, from civic theater to comedy, but also devoted to ballet and music. Elah Dufour Novi is proudly supporter of such a cultural project.

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Teatro Carlo Felice

For five years, Elah Dufour Novi company supported the activities of Teatro Carlo Felice, the main and most historic theatre in the City of Geona, among the most popular in Italy thanks to its Opera and Ballet program and its Concert Season.