They started to play in the regional Promozione in a white and blue jersey sponsored by Magazzini Jolly, with the season ending with a promotion to the Serie D, in which they stayed a couple of seasons before again moving up, to the Serie C. The 1977–78 preseason saw the club merge with Cestistica Tricolore and come under the ownership of Cantine Riunite who also started sponsoring the club and changed its colours to white and red in the process.

[1] Players such as Rustichelli (now captain), Montecchi, Fuss and Zonta helped Pallacanestro Reggiana reach the professional ranks with a win in a promotion play-off played in Udine over Necchi Pavia that opened the gates of the second division Serie A2 at the end of the 1981–82 with thousands of young supporters invading the basketball court to celebrate.

[1][2] In 1990 the holding company was brought by Coopsette, with Sidis becoming the team sponsor, the ambitious club reached the Italian Cup Final Four but struggled in the second part of the league season and was relegated.

Two seasons later the club was back in the second division, following which it decided to bank on its young academy players such as Alessandro Davoli and Gianluca Basile.

Returning to the Serie A in 1997, Reggio Emilia rehired Lombardi as coach, with a young Max Menetti as assistant to guide a team containing players of the caliber of Chris Jent, Diego Pastori, Marcelo Damiao, Gianluca Basile and the evergreen Mike Mitchell.

[1] Two new presidents (Elio Monducci and Chiarino Cimurri) and three different coaches could not prevent the side from falling to the second division at the end of the 1999–00 season with a 7–23 record.

A policy change in 2002–03, with Luca Dalmonte brought in as coach and veteran Stefano Rusconi as player, didn't yield better results, on the contrary as the team exited the promotion playoffs in the first round against Sicc Jesi, the first episode of a five years rivalry.

Dalmonte lost his place to Fabrizio Frates (with Menetti assisting him), who proceeded to sign Kiwane Garris, Marco Mordente, Angelo Gigli and re-sign Alvin Young and Marcelo Damiao, with side avoiding the playoffs altogether as it finished the regular season in first place to grab the promotion race, sending Carife Ferrara and Jesi to the playoffs.

In a complete turnaround in the 2011–12 season, the team led by Massimiliano Menetti (who had previously become head coach) romped to a promotion that they confirmed with a game to spare against Imola, with a 20–8 record .

[4] On the domestic front they again reached the playoffs but were edged 2–3 by holders Montepaschi Siena in their quarterfinal series, after a controversial defeat in a game 4 played at home with Reggio Emilia 2–1 at the time marked by bad refereeing.

[8] The next season Reggio Emilia won its first Italian Supercup in Turin, beating rivals Sassari in the semifinals and Milano led by former captain Andrea Cinciarini in the final 80–68.

Grissin Bon participated as title holders in the Italian Supercup Final Four, in Milan, but they were eliminated 74–72 in the semifinal by Avellino with a 3-point winning buzzer beater by Joe Ragland.

Poor form of James and Lešić brought the management to wave them and acquire American rookie Jalen Reynolds and former 2005 NCAA champion Jawad Williams, while Rimantas Kaukenas decided to come out of retirement.

The management decided to start a new project called #REstart, planning to rebuild the roster with young Italian players like Federico Mussini, Leonardo Candi and Niccoló De Vico with the add ons of Garrett Nevels, Mike Moser (later waived for physical problems), Siim-Sander Vene (never played a game due to injury, left for Varese in January) and Manuchar Markoishvili.

However Grissin Bon had a negative 0-6 start, which had a huge impact in the missed qualification for the Final Eight despite the arrivals of Chris Wright, Pedro Llompart and James White.

Pallacanestro Reggiana has always invested in the youth programme in order to develop new young prospects: in fact the team that won promotion to "Serie A2" in 1982 was almost composed of players born in the town and trained in the club academy, such as Gianni Codeluppi, Piero Montecchi and Orazio Rustichelli.