On 13th September 2024 at Villa Madama, the Deputy Prime Minister and Minister of Foreign Affairs and International Cooperation, Antonio Tajani, and the Minister for Sport and Youth, Andrea Abodi, presented the First Edition of the “Day of Italian Sport in the World“, developed in synergy between the Ministry of Foreign Affairs and International Cooperation and the Minister for Sport and Youth, the Italian Olympic Committee (CONI) and sports bodies, which from this year onwards will enrich the calendar of annual events for the integrated promotion of the Foreign Ministry’s offices abroad.
Sports diplomacy offers the opportunity to present and represent Italian excellence through a new and different lens through sport and its protagonists, athletes and industries in the sector.
The goal is to support the internationalization of sport and its supply chains, promote the districts connected to it; use major international sporting events and their global visibility to encourage tourism and investment, as showcases of Italian know-how, as a mirror of the territories on which they are located, of their culture, enhance innovation and sustainability, inclusion and integration that characterize the sports sector; to carry out integrated promotional initiatives to strengthen Italy’s reputation abroad through sport, understood as an industry, a factor of economic and social growth of the country.
ComunichiAmo lo sport italiano. Gestures Made in Italy is a promotional video campaign focused on the story of Italian sport through non-verbal communication and the gestural codes peculiar to each discipline; An innovative project that makes it possible to connect and combine the cultural elements related to sport with the economic enhancement of the sports sector, through an explicit reference to the districts and production chains.
