Greg Canty Fuzion Blog

The Palio is essential to the Sienese. The city is divided into 17 districts (‘contrade’) and the Sienese place their loyalty to their district above church or state. Fierce rivalries exist between the neighbouring districts and all Sienese are united year round by their passion to win the Palio.

I took this text from a website about The Palio:

“Imagine that all Liverpool and Everton fans had been baptised in the church of their team and lived as near neighbours their whole lives. Imagine that their neighbourhoods had been enemies for hundreds of years but only got to compete against each other once or twice a year. Imagine if the players and the ball were blessed in their churches before every match and the centre of the city came to a standstill for a week beforehand  – now you begin to understand the intense and passionate civic rivalry that animates the Palio”

The Palio is a year-long strategic battle culminating in two annual events. Each and every Sienese is involved in the Palio in some way; the result of what may seem like ‘just a horse race’ is in fact glory or despair for those who live here. It has been this way since medieval times.

In the Palio, ten hired jockeys (each representing a Contrade or district) race bareback at breakneck speed around a dirt track, whipping each other in a game where anything goes as long as you win and the greatest disgrace is to come second. It’s not uncommon for many of the horses to lose their jockeys during the race – a horse without a rider can still win!  The Palio itself may be over in 90 seconds but the impact makes history”.

You can see that winning means everything to every man, woman and child in Siena who come out in force to cheer on and celebrate the fortunes of their jockey and horse.

However this is not as straight forward as it seems.

This year we spent some time with a local who explained to us that huge money goes into the Palio by each of the districts – this goes on wages for the jockeys and their training but it also goes on bribes and other shenanigans. It is now part of the ritual that the jockey might pay another competing jockey to ‘block‘ or interfere with one of their rival districts in exchange for a fee.

He told us that last year one of the jockeys did a ‘double backhanded deal‘ , which was discovered afterwards by his Contrade and as a result he ended up spending 3 months in hospital from a beating!

We enjoyed the few rehearsal days and then watched the final and as usual the race was over in 90 seconds. I was astounded to see one of the jockeys in front of 60,000 people and in the full glare of TV spend all of his energy wrestling another ‘rival’ jockey off his horse instead of concentrating on winning himself. In any other sport this would be automatic disqualification and a lifetime ban – with the Palio it just seems to be a normal part of the race.

The offending jockey had no interest in winning and all he wanted to do was to make sure that his rival did not win. Somehow the point of this race has been lost and yet it tells a huge truth, which we all see everyday.

With competitors when bitter rivalry sets in you need to be very careful because you might never win yourself.

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR, Graphic Design services from our offices in Dublin and Cork, Irelan