Segafredo Zanetti grew from a local coffee firm into a multinational entity under the stewardship of Massimo Zanetti, who moved to Bologna during the 1970s. The entrepreneur expanded the company by establishing a worldwide distribution network, effectively positioning the brand among the top coffee producers globally through the holding company Massimo Zanetti Beverage Group, based in Pianoro.
Political career
Zanetti entered national politics during the 1994 general election, winning a seat as a Senator for Forza Italia. He served until the legislature concluded in 1996, following the dissolution of the government led by Silvio Berlusconi and the subsequent term of Lamberto Dini. In 2013, he sought the office of mayor in Treviso as a candidate for Civic Choice, garnering 10.57% of the vote.
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His sports involvement began with jersey sponsorships for Bologna F.C., A.C.D. Treviso, and Gorizia Basketball. In December 2010, he became president of the Bologna football team, though he resigned in January 2011 after internal conflicts. Although he remained a shareholder, his interest in acquiring a majority stake failed in 2014 when the club was sold to Joey Saputo.
Virtus Bologna and cycling
In 2016, Segafredo became the primary sponsor of Virtus Bologna. By March 2017, Zanetti held 47% of the club's shares, and in October 2021, he assumed the role of president as the sole shareholder. Under his leadership, the team secured the 2019 Basketball Champions League, the 2022 EuroCup, and the Italian championship in 2021 and 2025. Additionally, the brand supported the Trek–Segafredo professional cycling team starting in 2016.
Fast facts
- Born: 1948, Villorba
- Citizenship: Italy
- Senate term: 1994–1996
- Virtus Bologna president: October 2021–present
- Primary business: Segafredo Zanetti
Questions readers ask
Did Massimo Zanetti play professional basketball?
No, his involvement with basketball is strictly as an owner, financier, and president of Virtus Bologna.
What is the role of the Massimo Zanetti Beverage Group?
It is the holding company that coordinates the group's international activities and investments.
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