The campaign, dubbed Turo Takes Italy to the Game, culminates in the release of Italy’s Starting XI—a curated collection of 11 distinct Italian vehicles available in 11 host cities across the U.S. and Canada. To mark the tournament's 23rd edition, Turo is pricing these rentals at $23 per day. David Corns, the company’s chief marketing officer, noted that the initiative serves as a tribute to Italy’s dual legacy of athletic performance and iconic automotive engineering.

Starting June 17 at midnight ET, enthusiasts can book these vehicles on a first-come, first-served basis in markets including Atlanta, Boston, Houston, Los Angeles, and Toronto. Each city will feature one exclusive vehicle, with rental windows set for June 19 through June 22. This activation follows Turo’s recent Before the Game creative series, reinforcing the company’s push to move beyond standard rental models by offering travelers access to specialized, dream-worthy inventory.