Calcio e Esports: un connubio ideale

The Covid-19 pandemic suspended or canceled sporting events, disrupted competitive seasons, changed tournament calendars, and reduced revenues to zero. While traditional sports have come to a halt, the data highlights how, conversely, the number of following esports events on streaming platforms su...

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Bibliographic Details
Main Authors:	Alfredo de Martini, Barbara Mazza
Format:	article
Language:	EN ES FR IT
Published:	SHARE Press 2021
Subjects:	Sports GV557-1198.995 Social Sciences H Sociology (General) HM401-1281
Online Access:	https://doaj.org/article/15579314586f4a15af2940af6e06760c
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id	oai:doaj.org-article:15579314586f4a15af2940af6e06760c
record_format	dspace
spelling	oai:doaj.org-article:15579314586f4a15af2940af6e06760c2021-11-20T11:32:06ZCalcio e Esports: un connubio ideale10.6093/2611-6693/85122611-6693https://doaj.org/article/15579314586f4a15af2940af6e06760c2021-11-01T00:00:00Zhttp://www.camerablu.unina.it/index.php/eracle/article/view/8512https://doaj.org/toc/2611-6693 The Covid-19 pandemic suspended or canceled sporting events, disrupted competitive seasons, changed tournament calendars, and reduced revenues to zero. While traditional sports have come to a halt, the data highlights how, conversely, the number of following esports events on streaming platforms such as Twitch has increased. Consequently, it is understandable that - never more than now - traditional sport uses digital, discovering new ways of entertainment. The research tries to understand what can be, once esports are introduced into the business strategies of sports companies, their opportunities for fan engagement, brand awareness and social reaction growth. The paper presents the results of a qualitative-qualitative research characterized by two phases: the first, involves interviews with privileged witnesses, intends to identify the brand policies and marketing strategies of sports clubs; the second is a quantitative analysis aimed at estimating the engagement, awareness and reaction rates generated by the esports created by the Federation and the football club. The goal is to investigate the impact of esports on brand identity and their impact on possible future opportunities for the development of sports entertainment. Alfredo de MartiniBarbara MazzaSHARE PressarticleSportsGV557-1198.995Social SciencesHSociology (General)HM401-1281ENESFRITEracle, Vol 4, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN ES FR IT
topic	Sports GV557-1198.995 Social Sciences H Sociology (General) HM401-1281
spellingShingle	Sports GV557-1198.995 Social Sciences H Sociology (General) HM401-1281 Alfredo de Martini Barbara Mazza Calcio e Esports: un connubio ideale
description	The Covid-19 pandemic suspended or canceled sporting events, disrupted competitive seasons, changed tournament calendars, and reduced revenues to zero. While traditional sports have come to a halt, the data highlights how, conversely, the number of following esports events on streaming platforms such as Twitch has increased. Consequently, it is understandable that - never more than now - traditional sport uses digital, discovering new ways of entertainment. The research tries to understand what can be, once esports are introduced into the business strategies of sports companies, their opportunities for fan engagement, brand awareness and social reaction growth. The paper presents the results of a qualitative-qualitative research characterized by two phases: the first, involves interviews with privileged witnesses, intends to identify the brand policies and marketing strategies of sports clubs; the second is a quantitative analysis aimed at estimating the engagement, awareness and reaction rates generated by the esports created by the Federation and the football club. The goal is to investigate the impact of esports on brand identity and their impact on possible future opportunities for the development of sports entertainment.
format	article
author	Alfredo de Martini Barbara Mazza
author_facet	Alfredo de Martini Barbara Mazza
author_sort	Alfredo de Martini
title	Calcio e Esports: un connubio ideale
title_short	Calcio e Esports: un connubio ideale
title_full	Calcio e Esports: un connubio ideale
title_fullStr	Calcio e Esports: un connubio ideale
title_full_unstemmed	Calcio e Esports: un connubio ideale
title_sort	calcio e esports: un connubio ideale
publisher	SHARE Press
publishDate	2021
url	https://doaj.org/article/15579314586f4a15af2940af6e06760c
work_keys_str_mv	AT alfredodemartini calcioeesportsunconnubioideale AT barbaramazza calcioeesportsunconnubioideale
_version_	1718419408534110208

Calcio e Esports: un connubio ideale

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