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The role of sports industry on engagement of sports fans: a Literature review and a personal survey, looking forward "Milano Cortina 2026" winter Olympic and Paralympic Games
von Giovanni Sergio (Autor)
Fans engagement has become an increasingly important focus for brands, social and digital media. Therefore, sports industry needs digital innovation, through new digital technologies. An extensive review (nearly 300 references) of Italian and international Literature on this issue is here presented, together with a personal survey on 325 subjects regarding their direct match-day experience and their remote experience of enjoying sports shows. Finally, Italy's candidature to the next 2026 winter Olympic and Paralympic Games is discussed, and possible ways of communicating the main themes of "Milano Cortina 2026" (that is, sustainability, inclusion, Olympic heritage and legacy) are presented, looking forward those Games.
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This is a complex and deep review of Italian and International Literature on fans engagement by brands and societies of sports industry. Particular attention was given by the Author (degreeded in Economics and Management with Marketing specialization) to fans psychological and behavioral factors, affected by social media and digital systems. Then a well presented survey (by a complex questionnaire to sports fans, with a sophisticated and elaborate statistical analysis), particularly regarding their affection to new digital technologies, follows. Finally it is presented a large examination of the ways for communicating sustainibility, inclusion (integration), and Olympic heritage and legacy looking forward "Milano Cortina 2026" Winter Olympic and Paralympic Games. In conclusion this book (also with its about 300 bibliographical references) is a serious guide for actual and current sports organization.
