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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 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”