The world-renowned cycling race Giro d’Italia brought not only elite athletes but also top-tier cuisine, entrepreneurship and an inspiring space for business networking to Nova Gorica during its 14th stage. In collaboration with the renowned catering company Jezeršek and the professional cycling team Bahrain Victorious, a unique VIP gourmet experience was created—right at the center of the racing action—blending sport, hospitality and business into one unforgettable event.

More than 180 guests enjoyed exclusive hospitality directly along the finish line of this prestigious stage. The VIP gourmet experience Giro d’Italia featured a thoughtfully curated culinary program with top-quality dishes by Jezeršek Catering and a live cooking workshop led by head chef Luka Jezeršek. Guests were also treated to a tasting of a rice-based energy bar, prepared according to a recipe by Bahrain Victorious team nutritionist Nicola Moschetti, who explained: “We wanted to bring guests closer to one of the core dietary elements of top cyclists—where thoughtful food planning is key, from fueling to recovery.”

The experience was further enriched by relaxed socializing with Matej Mohorič, the Slovenian cycling star of Bahrain Victorious, and members of his team. This sporting spectacle went beyond racing—it became a venue for forging new partnerships, strengthening brands, and facilitating meaningful business networking in a relaxed and authentic setting.

A key highlight of the day was the SBC Aktualno podcast, held in the VIP tent next to the finish line. The discussion, titled “Business, Sport and Cuisine”, was moderated by Gregor Trebušak and featured distinguished guests: Joc Pečečnik, investor, entrepreneur and president of SBC – Slovenian Business Club; Milan Eržen, director of the Bahrain Victorious cycling team; and Martin Jezeršek, CEO of Jezeršek Catering.

The conversation centered on sport as a modern business platform—one that enables unique kinds of professional engagement not possible in traditional meeting rooms. Milan Eržen emphasized the importance of combining such formats with exclusive experiences: “This is one of those opportunities where you can bring business partners together—sport, business, and top cuisine. That’s a winning combination.”

Joc Pečečnik, who has closed many multimillion-euro deals (usually in bland offices), confirmed: “Deals definitely close more easily over a well-prepared meal. Sports events and everything around them offer the perfect setting—where friends can connect more deeply, and even close a deal.”

The sport-gourmet concept was intentionally designed as a holistic VIP experience. As Martin Jezeršek put it: “VIP hospitality is no longer just about service. It’s about creating a complete experience that connects cuisine, the environment, the energy of the event and the people—unlocking new dimensions of connection, including business. Good food, great company, top-level sport—that’s the perfect recipe.”

Premium sporting events break down traditional formality, creating ideal conditions for networking, strengthening relationships, and sparking ideas that would otherwise remain unsaid in a boardroom.

Jure Jezeršek, Business Director at Jezeršek Catering, emphasized: “As a leading partner in VIP hospitality, we understand how vital it is to raise awareness about the value of these sport-gourmet experiences. We're proud to be the official VIP catering partner at many standout sport events at home and abroad—from the Slovene House at the Olympic Games and elite European football matches, to Giro d’Italia and World Cup events such as sport climbing, and basketball, volleyball and football matches played by Slovenian and international national teams.”

Supporting sport isn’t just about enthusiasm—it’s about taking action. One of the most impactful ways is simple: buy a ticket. Milan Eržen explained: “Just buying a ticket already helps. By attending sporting events, we give something back to the teams—not just in support, but in appreciation for the inspiration they provide.”

Martin Jezeršek added a critical perspective: “This ‘everything for free’ mindset is damaging—not just to sports clubs, but to the system as a whole. If we want to support sport, we must acknowledge its value and contribute something tangible. It starts with buying a ticket.”

To bring the Jezeršek sports and culinary experience closer to a broader audience of sport and food enthusiasts, the team at Jezeršek Catering has created two VIP GOURMET KLUB gift cans. These make for a unique present for lovers of premium sport and fine food—or as a memorable experience for business partners.

The 14th stage of Giro d’Italia in Nova Gorica proved that sport connects. It brought together top-level cuisine, professional networking, and genuine human connection—all in an environment where victories matter as much as the bonds formed around them.

Click here to view the photo gallery from the VIP gourmet experience at the 14th stage of Giro d’Italia. Photo: Črt Ceglar / Jezeršek Catering