Towards a New Era of Communication and Entertainment

In recent years, event organization has become an increasingly dominant aspect of communication strategies for brands, companies, and institutions. Consequently, the relationship between events and sports has also undergone a significant transformation over time.
Sports events are gradually shedding their exclusively athletic-competitive character and becoming genuine communication tools, capable of conveying the image and values of a variety of organizations.

This evolution marks a new chapter in the interaction between sports and entertainment, embracing infotainment and cross-media experiences. Sporting events are no longer seen simply as competition moments or opportunities to discuss athletic performance; rather, they are increasingly viewed as vehicles to tell stories, promote values, and connect people. This shift is reflected in the approach of organizations that see sports events as an opportunity to communicate authentically and engagingly.

An emblematic example of this new model is SFS, a unique event in Italy dedicated to the football industry, and an exceptional showcase for the country’s soccer scene. First organized in 2018 by Go Project and Social Media Soccer, the event represents an exceptional opportunity to share new insights, develop skills, and build lasting relationships capable of shaping the future of football.
The 2024 edition will once again be held in the prestigious setting of Rome’s Olympic Stadium, where spaces have been designed to welcome guests, drawing inspiration from the venue’s visual identity and incorporating it into various structural and decorative elements.

This creative process stems directly from the values of SFS: passion, teamwork, and a forward-looking perspective. The same value-oriented approach can be found in the inauguration event of the Palermo CFA, the first sports center for the pink-and-black club, organized in April 2024 by Go Project and Mosaico Studio, in collaboration with Palermo FC.
This major project spanned an entire weekend of activities, meetings, and entertainment, placing the history of Palermo FC and its ambitious future at the center of attention. The event attracted over 6,000 spectators and culminated in the production of a documentary, now available on DAZN, extending the physical experience to reach an even wider audience. The initiative demonstrates how an event inherently tied to sports can become the perfect opportunity to weave a genuine emotional narrative.

We asked Felice Castrignanò, architect and founder of Mosaico Studio, the company that designed the SFS spaces and organized the two-day Palermo event, to share his experience in event organization related to the sports world.
“Our work teaches us that today’s new trends in event organization open the door to numerous synergies,” says Castrignanò, “and in this scenario, design plays a crucial role not only in terms of visual and communication aspects but also in creating spaces that foster interaction.”

“The design of temporary structures and the integration of innovative elements create engaging and functional environments that enhance participants’ experiences. Out-of-the-box solutions allow locations to be transformed into unique and memorable places, helping to create iconic atmospheres. Furthermore, the fusion of design and communication in creating a concept ensures that an event can be deemed successful, not only operationally but also aesthetically and conceptually. A ‘winning’ event is visually recognizable and capable of building an imagery that conveys an identity,” concludes the architect.

“As for sports, we have seen how it lends itself to becoming a value-laden metaphor that can be used for a variety of events,” Castrignanò states. “We experienced this last June when, for the official celebrations of the 250th anniversary of the Guardia di Finanza, we chose to make sports a central theme, symbolizing discipline, dedication, and teamwork, as well as serving as a form of recreational activity for the public.” “In this regard,” continues the CEO of Mosaico Studio, “we transformed Piazza del Popolo and the Pincio Terrace into an ‘Olympic Village,’ capable of showcasing the many facets of the Fiamme Gialle. Visitors were able to try the sports practiced by the Corps’ athletes, and a panel offered them the chance to engage in a broad discussion on the world of sports, highlighting how this theme can easily become a cross-interest topic.”

“In addition,” adds Castrignanò, “to demonstrate how the union of sports and art can also be a successful choice, during the event evenings, a musical program was organized, featuring performances by artists like Paolo Jannacci, Arisa, Dolcenera, Jimmy Sax, and many others, attracting a large and diverse audience.”

In essence, we can affirm that the current ability to integrate different formats, skills, and disciplines within event organization, whether sports-related or not, amplifies the strength of the messages intended to be conveyed. Consequently, to remain relevant, it is crucial to master new dynamics and consider event organization as an investment in communication that extends beyond the event itself, potentially delivering significant image returns over the long term.