There’s a way of doing business that goes beyond quarterly results.
An approach that measures success not just in revenue, but in opportunities created, talents nurtured, and barriers broken down.
It’s the vision of a company that plays an active role in its community, creating shared value.

For over fifty years, Magic has embodied this philosophy, with a commitment deeply rooted in the history of the Novara region.
When Luciano Giani founded Oleggio Basketball in 1973, he was already shaping the vision that would lead to the launch of Magic SpA in 1987.

From a founder’s dream to a model of social impact

The story of Magic and Oleggio Basketball shows how a company can become a real driver for social development.
 This isn’t about simple patronage or traditional sponsorship – it’s an investment in human potential and the educational power of sport, renewed year after year.

Today, what was built continues growing and evolving.
 Oleggio Magic Basket, a steady presence in Italy’s Serie B for twelve seasons, has become a well-established name in the national basketball scene.
But its true strength lies in its youth program – Oleggio Junior Basket – where sport becomes a path for personal growth as well as athletic development.

A model of shared growth: the numbers behind social impact

Numbers tell a story of inclusion, opportunity, and talent development.
 Every year, around 200 children in the Baby Basket and Minibasket programs learn not only the fundamentals of the game, but also life values of: respect, discipline, and teamwork.
 Over the summer, more than 100 kids spend seven weeks at Sharky Camp, where sport becomes a tool for connection, confidence, and growth.

The path of excellence continues with nine youth teams competing in official leagues, guiding young players from the gym to regional and national courts.

But perhaps the most meaningful commitment is seen in the two Baskin teams – short for inclusive basketball – where athletes with and without disabilities play side by side, sharing the same court and the same jersey.
This is not symbolic inclusion, but a concrete choice for fairness: rules that allow everyone to express their potential, spaces where every player contributes to the team’s success.
A model that sends a powerful message: diversity is a strenght, not a barrier.

All of this is made possible by a network of local Academies that democratize access to quality sport.
Young athletes no longer must travel to big cities: top-level basketball now reaches local communities, breaking down logistical and economic barriers.

Oleggio and Olimpia Milano: a partnership that keeps growing

This year, the structured partnership with Olimpia Milano – one of Italy’s and Europe’s most prestigious basketball clubs – continues.
Top Under-19 talents from Olimpia gain court time and experience with Oleggio’s interregional Serie B team, a true springboard toward professional basketball.

The benefits go both ways.
This partnership strengthens the entire local system, providing high-level coaching, advanced training methods, and, most importantly, tangible role models for younger players.

It’s a synergy that that delivers real results for everyone: Olimpia develops its prospects in an ideal competitive environment; Oleggio gains skills and visibility; and the local community benefits from a higher level of play.

A replicable model

The story of Magic and Oleggio Basketball proves that companies can be real engines of social impact, creating ecosystems where business and community grow together.

After fifty years, Luciano Giani’s original vision continues to bear fruit.
The return on social investment isn’t measured in metrics: it’s seen in the eyes of a child scoring their first basket, in the pride of a parent watching their child grow in a healthy environment, and in the gratitude of a community that recognizes true commitment.