UNIVERSITÀ DEGLI STUDI DI PAVIA
Dipartimenti di scienze politiche e sociali. Studi Umanistici.
Giurisprudenza. Ingegneria Industriale e dell’informazione.
Scienze Economiche e Aziendali.
LA COMUNICAZIONE NELLO SPORT, IL
BUSINESS CHE MUOVE IL MONDO.
Relatrice:
Prof.ssa Federica Da
Milano
Correlatore:
Tesi di laurea di:
Prof. Mario Dossoni
Angela Daloiso
ANNO ACCADEMICO: 2013/2014
Sport
• Workout?
• Physical exercise?
Efficient and Powerful
Medium of Communication
SOCIAL
PHENOMENON
Alberto Cova
Olympic Champion 10.000 m
1982
1983
1984
- European Athletics
Championship
- World Athletics
Championship
- Olympic Games in Los Angeles
Runner and sportive event watcher
TeamBuilder
experiential training,
outdoor training and active
methodologies of team
building
WORK TEAMS
Politics
Sport
Culture
Economy
Athletes
Positive
Negative
Fame
Success
Self- Confidence
Stress
Anxiety
Depression
Exploitation and Manipulation of
Society
Customer Satisfaction
Athlete
Advertising Vehicle
Marketing Instrument
Star System
Society
Pro- Sport
Nonprofessional
Sportsman
Viewer
Media
Anti- Sport
Physically and
Mentally
distanced from
sport
Negative and Positive Influences
on Society
TV and Media
“Ginnaste – Vite Parallele”
Great Initiatives
“Happy Meal Sport Camp”
Negative and Positive Influences
on Society
Violence
Football Violence
Present and Past
Hooligans- ‘80
Heysel Tragedy- 1985
Ciro Esposito- Gunshot – “Ultras”
Coppa Italia Napoli- Fiorentina
Sporting Event
Great show
Local or Global Dimension
Direct or Indirect Participation
Amateur or Competitive Play
Society= Events Industry
Sporting Events = 70% of benefits
Different Stakeholders - Multi objectives
Community
Organizers and promoters
Sponsors Volunteers
Media
Organizers and Promoters
Planning and Implementation of Events
Organizers
Promoters
Internal or External
Commercial Rights Holders
Olympic Games: Promoter =
Organizer =
CIO
Different Entities
(Torino2006 “TOROC”)
Champions League: Promoter:
Organizer:
Private Society : for-profit
UEFA
Sportive Organization: no- profit
Sponsors
Advertising
Offer Funds:
Media
Information Society
TV Radio Internet Newspapers:
Local or Global Audience
Multi Objectives
Social:
Expanding
Cultural Luggage
Economic:
Earning Money
Environmental:
Protecting The
Environment
The Olympic Games in the past
The most anticipated global event
Origin:
776 a. C. Olympia
Religious value
Created in Honor of Zeus
“Sacra Tregua” Stop War
Participants: Just Greek citizens
No Women- No Slaves
Activities: Running, Fight, Boxing, Long Jump
Lifetime: 1- 7 Days of Celebration
Holy Roman Empire
Christianity as the official Religion
Stop Olympics: Pagan Custom
They were to come back 1500 years later
Olympic Games in the Present
Barcelona 1992
The Medium for changing the city
Torino 2006
Symbol of cooperation
Project “Noi 2006” Volunteers
Conclusion
Sporting Event
Society
Culture
Sport
Influence on
Social Behavior
Economy
And Tourism
Sport is a Business which moves the World
“Sport is Life. Life in an Event”