UNIVERSITÀ DEGLI STUDI DI PAVIA Dipartimenti di scienze politiche e sociali. Studi Umanistici....

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:

Prof. Mario DossoniANNO ACCADEMICO: 2013/2014

Tesi di laurea di:

Angela Daloiso

Sport• Workout?• Physical exercise?

SOCIAL PHENOMENON

Efficient and Powerful Medium of Communication

Alberto CovaOlympic 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

Sport

Culture

EconomyPolitics

AthletesPositive

FameSuccessSelf- Confidence

Negative

StressAnxietyDepression

Exploitation and Manipulation of Society

Athlete Advertising Vehicle

Marketing Instrument

Customer Satisfaction

Star System

Society

Nonprofessional Sportsman

Viewer

Pro- Sport Anti- Sport

Media

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 SocietyViolence

Football ViolencePresent and Past

Hooligans- ‘80

Heysel Tragedy- 1985

Ciro Esposito- Gunshot – “Ultras”Coppa Italia Napoli- Fiorentina

Sporting Event

Local or Global Dimension

Direct or Indirect Participation

Amateur or Competitive Play

Great show

Society= Events Industry

Organizers and promoters

Media

Community

VolunteersSponsors

Different Stakeholders - Multi objectives

Sporting Events = 70% of benefits

Organizers and Promoters

Organizers

Internal or External

Promoters

Commercial Rights Holders

Olympic Games: Promoter = CIO Organizer = Different Entities (Torino2006 “TOROC”)

Champions League: Promoter: Organizer:

UEFA

Planning and Implementation of Events

Private Society : for-profit Sportive Organization: no- profit

Sponsors

Media

Offer Funds: Advertising

Information Society TV Radio Internet Newspapers:

Local or Global Audience

Multi Objectives

Social:

Economic:

Environmental:

Expanding Cultural Luggage

Earning Money

Protecting The Environment

The Olympic Games in the pastThe most anticipated global event

Origin:

776 a. C. Olympia

Religious value Created in Honor of Zeus

Participants: Just Greek citizens No Women- No Slaves

“Sacra Tregua” Stop War

Activities: Running, Fight, Boxing, Long Jump

Lifetime: 1- 7 Days of Celebration

Holy Roman Empire

Stop Olympics: Pagan Custom

Christianity as the official Religion

They were to come back 1500 years later

Olympic Games in the PresentBarcelona 1992 The Medium for changing the city

Torino 2006

Symbol of cooperation

Project “Noi 2006” Volunteers

Conclusion

Sport

Sporting Event

Society

Influence on Social Behavior

Culture

EconomyAnd Tourism

Sport is a Business which moves the World

“Sport is Life. Life in an Event”