After earning degrees in Economics from the University of Cambridge and in Law from the University of Pavia, Guido Venosta began his professional career: first, briefly, at Banco Ambrosiano, and then at several Pirelli subsidiaries, often on temporary “in mission” assignments. In July 1939 he joined Pirelli’s headquarters, marking the start of his career within the Group.

When things finally returned to normal, with the Pirelli brothers once again leading their company, Venosta was already a highly regarded senior executive. His command of English and familiarity with Anglo-Saxon customs, led him to pursue a career strongly shaped by international relations, culminating in 1956 with his appointment as General Manager (and later Managing Director) of Pirelli Ltd. After returning to Italy, he was placed in charge of the General Management of the Tyres Division, the backbone of Pirelli’s business, until 1970. He would conclude his career in 1977.

Pirelli joined AIRC in the mid-1960s, supported the association by hosting and producing its advertising, ensuring regular visibility in its internal publications, and backing public fundraising initiatives. Within Pirelli, AIRC found in Guido Venosta, Director of the Tyres Division, a key point of reference who helped shape the organisation’s communications and fundraising approach—an effort that led from music compilation albums featuring leading artists and sold in support of AIRC (1979–1981) to pioneering television formats such as RAI’s Storie al microscopio in 1995.

Esselunga has supported social, environmental, cultural, and scientific research projects by engaging customers through the Fìdaty Card, enabling them to donate their loyalty points as contributions — which the company then matched.

In April 2020, at the height of the Covid-19 pandemic, FGV was among the financiers of IEO (Istituto Europeo di Oncologia) in Milan for the widespread administration of serological tests, which were later used in a clinical study whose final report, published in October 2021, demonstrated the effectiveness of the Covid vaccines.

Guido Venosta’s brilliant and early insight—still very relevant today—was his ability to recognize the need to transfer the efficient practices of the productive world to the realm of solidarity, and to demonstrate how this could be done. A genuine method that has even inspired specific university courses.

In 1997, Guido Venosta published a small booklet for Scheiwiller—modest in format and page count but rich in content—in which he explains his personal journey with cancer and AIRC, and outlines the ideas and hopes that drive his actions.

Guido Venosta’s long-standing and fruitful commitment earned him numerous well-deserved and significant awards and recognitions, including being appointed as a Grand Officer of the Italian Republic (1988), receiving the Golden Medal of Civic Merit (“Ambrogino d’Oro”) from the Municipality of Milan (1989), the Golden Medal from the Ministry of Health for civic merits (1990), and the Fecs – Pezcoller Recognition Award for his contribution to oncology (1994).

Among the most distinctive public events organized by AIRC are “L’Azalea della Ricerca” and “Le Arance della Salute.” Both hold great promotional value and have become a focal point for public attention in the cities where they take place, ultimately evolving into symbols of AIRC across the country.

The FIRC Research Units, the first initiative of their kind in Italy, are scientific centers established, monitored, and directly funded by the Italian Foundation for Cancer Research (FIRC) for at least five years at the country’s leading research facilities. They focus on a specific advanced topic, dedicating themselves exclusively to that area and concentrating their efforts on the most promising objectives at the forefront of oncology.

In 1996, the FIRC – Italian Foundation for Cancer Research, by undertaking a significant financial commitment for at least ten years of activity, enabled the University of Milan to establish a Chair in Medical Oncology within its Faculty of Medicine and Surgery—a subject that until then had been addressed only in isolated chapters within the individual specialized areas of the Faculty.

In 1996, the FIRC – Italian Foundation for Cancer Research established a biennial award for those who have translated the achievements of scientific knowledge into therapeutic interventions, significantly increasing both the chances of cure and the quality of life for those currently afflicted. After his death in 1998, the award was named in honor of Guido Venosta.

In 1982, Guido Venosta, then President of AIRC, promoted the Italian Foundation for Cancer Research (FIRC) alongside the Association as an endowment institution dedicated to collecting and properly managing contributions, and to establishing a financial base that would ensure a stable foundation for oncological research over time.

In conceiving the grand framework of the Association, Guido Venosta had a winning idea: to spread the Association’s activities and foster interest on a national level by establishing regional branches. This approach not only ensures a harmonious local presence, in tune with local mentalities, customs, and sensitivities, but also provides prompt and precise feedback on centrally designed initiatives.

Within about ten years, thanks to Guido Venosta’s efforts as well as favorable economic, social, and cultural conditions, AIRC achieved success and growth. In 1975, Venosta was elected President—a role he held for twenty years, during which he structured the organization at a managerial level that was then unparalleled in the field of solidarity.

In 1966, Guido Venosta agreed to join a “small association” dedicated to promoting awareness of the “unnamable disease,” cancer. Over the course of more than twenty years, that “small association” would evolve into AIRC – the National Association for Cancer Research, exemplary in its approach and management.

After returning to Italy in 1963, at the end of his seven-year term in London, Guido Venosta began establishing contacts with the Italian Liberal Party (which was definitively dissolved at the end of the 1970s). Venosta joined the Party and, by running in the municipal elections, became part of the Executive Committee under the leadership of three Mayors from 1964 to 1986. During that period, he represented the Municipality on the Board of Directors of the Piccolo Teatro in Milan, which was then led by Paolo Grassi, Nina Vinchi—Grassi’s wife—and Giorgio Strehler.

Guido Venosta spent his professional life at Pirelli, following in the footsteps of his father Giuseppe, by joining the company just three months after his father, who had served as General Manager, passed away. After the war, he became General Manager and later Chief Executive Officer of Pirelli Ltd., which manufactured tires in England—a position of immense trust. After a six-year stay in London, he returned to Italy to resume his role as an executive, before finally retiring in 1977. By that time, he had already embarked on his second major venture, the AIRC – the Italian Association for Cancer Research, a project he had been involved with for over ten years.

Declared at war in June 1940, Guido Venosta was recalled to service, and due to his impeccable English, he was assigned to the Military Intelligence Service (SIM) based in Rome. When fascism collapsed, Venosta fortuitously returned to Milan and from there managed to reach Cervinia on the Swiss border, where his wife, Luisa, had been relocated with their very young children, Giorgina and Beppe. Meanwhile, his mother, Argia, spent the war years in Gornate Olona, in the house that had been his father’s last purchase before his death. Guido’s two brothers—Luigi, known as Gigi, a professional player and national ice hockey player in the 1920s, and Giorgio, who was also the godfather of Giorgina, Guido’s firstborn—also served in the war, and both miraculously managed to return.

After completing high school, Guido Venosta fulfilled his military service obligation. Eager to attend the officer school in Pinerolo, he joined the Savoia Cavalry, where he developed a lifelong passion for equestrianism.