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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 Dossoni ANNO ACCADEMICO: 2013/2014 Tesi di laurea di: Angela Daloiso
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Sport Workout? Physical exercise? SOCIAL PHENOMENON Efficient and Powerful Medium of Communication
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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
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Sport Culture EconomyPolitics
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Athletes Positive Fame Success Self- Confidence Negative Stress Anxiety Depression
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Exploitation and Manipulation of Society Athlete Advertising Vehicle Marketing Instrument Customer Satisfaction Star System
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Society Nonprofessional Sportsman Viewer Pro- SportAnti- Sport Media Physically and Mentally distanced from sport
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Negative and Positive Influences on Society TV and Media “Ginnaste – Vite Parallele” Great Initiatives “Happy Meal Sport Camp”
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Negative and Positive Influences on Society Violence
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Football Violence Present and Past Hooligans- ‘80 Heysel Tragedy- 1985 Ciro Esposito- Gunshot – “Ultras” Coppa Italia Napoli- Fiorentina
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Sporting Event Local or Global Dimension Direct or Indirect Participation Amateur or Competitive Play Great show
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Society= Events Industry Organizers and promoters Media Community VolunteersSponsors Different Stakeholders - Multi objectives Sporting Events = 70% of benefits
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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
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Sponsors Media Offer Funds: Advertising Information Society TV Radio Internet Newspapers: Local or Global Audience
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Multi Objectives Social: Economic: Environmental: Expanding Cultural Luggage Earning Money Protecting The Environment
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The Olympic Games in the past The 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
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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
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Olympic Games in the Present Barcelona 1992 The Medium for changing the city Torino 2006 Symbol of cooperation Project “Noi 2006” Volunteers
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Conclusion Sport Sporting Event Society Influence on Social Behavior Culture Economy And Tourism Sport is a Business which moves the World “Sport is Life. Life in an Event”
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