Reggiana

In 1977 the club's colours changed overnight. A merger with local rival Cestistica Tricolore brought in a new owner, the winery Cantine Riunite, and with the money came a new look: the white and blue shirts of the first three seasons were dropped for white and red. The team was renamed Cantine Riunite Reggio Emilia.

Pallacanestro Reggiana began in 1974 as eight friends around a table. They started in the regional Promozione league under the sponsor's name Magazzini Jolly. A second merger followed in 1978, with Pallacanestro Correggio, to build a roster for Serie B. Sponsors have named the club ever since: Coopsette, Bipop Carire, Trenkwalder, Openjobmetis, Unahotels.

The peak came under Grissin Bon. In 2014 Reggio Emilia won the EuroChallenge, and in 2015 the club beat Olimpia Milano 80–68 to take the Italian Super Cup. Captain Andrea Cinciarini was named Final Four MVP, and Massimiliano Menetti was the coach. That season and the next, the club reached the Italian league final and lost both: to Dinamo Sassari in 2015, to Olimpia Milano in 2016. The title has never come. In 2022 there was another final, in the FIBA Europe Cup, lost to Bahçeşehir Koleji.

The youth academy has supplied players to the wider Italian game, Gianluca Basile and Marco Mordente among them.