As the new Alpine Ski World Cup season gets underway, Prima Assicurazioni announces a new partnership with Sofia Goggia, an undisputed icon of Italian sport and one of the world’s leading speed specialists. The Italian skiing champion joins the insurtech company’s team of brand ambassadors for the next two seasons, through May 2028.

Under the agreement, the Prima logo will feature on Sofia’s race jacket throughout the World Cup circuit and at the World Championships. The partnership also includes image rights for multichannel communication campaigns, branded content and special initiatives involving customers, intermediaries, employees and the media.

“Announcing this partnership at the start of the Alpine Ski World Cup season makes this moment even more meaningful. We chose Sofia because she embodies a very tangible idea of excellence: talent, of course, but above all determination, preparation and a constant drive to improve. This is a mindset we strongly identify with at Prima, and one that reflects the way we approach growth and innovation. We are delighted to embark on this journey together and proud to support Sofia during such an important season,” said George Ottathycal, CEO of Prima Assicurazioni.

“Competing with a new partner like Prima by my side is incredibly motivating. In speed skiing, every detail matters: to perform at your best, you need complete confidence in your abilities and in the people supporting you. In Prima, I found the same determination to keep raising the bar, the same drive to innovate and the same willingness to take bold steps. I’m excited to take on this new challenge together,” commented Sofia Goggia, Olympic Champion and Prima Assicurazioni Brand Ambassador.

A partnership driven by talent, determination and ambition

Welcoming Sofia Goggia marks a strategic step in the evolution of the Prima brand, as the company continues to strengthen its presence in elite sport to reach an increasingly broad and diverse audience that values excellence.

The partnership stems from a natural affinity between Sofia Goggia and Prima, rooted in a shared mindset of ambition, determination and continuous improvement. Throughout her career, Sofia has achieved extraordinary success not only through talent, but also through her ability to constantly challenge herself, face adversity with courage and find new ways to push beyond her limits.

This attitude closely reflects Prima’s identity as a challenger brand, founded with the ambition of transforming the insurance industry and built on a willingness to continuously question established models and industry conventions.

The partnership is an even more natural fit thanks to Sofia’s personality: direct, authentic and capable of building a strong connection with audiences both in Italy and internationally. These are the same qualities Prima aims to convey as a brand: approachable, contemporary and able to communicate in a clear, straightforward and engaging way.

A record-breaking champion

Born in Bergamo in 1992, Sofia Goggia is one of the most successful and exciting alpine skiers in the history of winter sports.

The first Italian woman to win Olympic gold in downhill (PyeongChang 2018), she added a historic silver medal at Beijing 2022 — secured just 23 days after a serious injury in what became a legendary comeback — and bronze at Milano Cortina 2026, becoming the only athlete in the world to win a downhill medal at three consecutive Olympic Games.

A specialist in speed disciplines, her career achievements include four World Cup downhill titles (2018, 2021, 2022 and 2023), one super-G World Cup title, 29 World Cup victories and 69 podium finishes, as well as two World Championship medals: silver in super-G at Åre 2019 and bronze in giant slalom at St. Moritz 2017.

With her aggressive, fearless and uncompromising skiing style, Sofia has become a global benchmark for speed on snow.