At SFS 25, digital meets live dimension to turn users into fans, spectators into participants. SFS 25 is the stage where the future of the sports industry is being shaped. A future that is not only about stadiums and fan engagement, but also about how brands communicate their values in urban space. Urban Vision Group ‘s entry as a partner marks a turning point: the leading Out of Home (OOH) media company is an innovator bringing content to cities with a cross-media approach. Last year, early on in its journey as a media company, the company focused on ‘light’ topics: music and pop culture with Rolling Stone, art with the upcoming launch of Art News, and soccer through its agreement with Viva el Futbol. The goal is to engage communities of fans not only through print and digital, but also through DOOH and entertainment formats.

In short, the newspapers are gradually becoming more and more integrated into the urban context through an editorial plan that lives on the Group’s maxi-led screen circuit with a broadcaster role. But not only that. Convinced that the live experience is the most powerful cohesive factor, the company launches events that consolidate and broaden fan bases: turning users into fans, spectators into participants.

The result is a circular communication ecosystem that finds its center in people, creating valuable storytelling and connections through unprecedented languages and formats. It is in this context that Viva el Tour, the tour in theaters launched by Urban Vision Group with Viva el Futbol, fits. Pure entertainment, from the studio to the stage, with the trio Adani, Cassano, Ventola making stops at major italian theaters, for a new contamination: soccer, theater, guests from the world of sports and beyond.

The narrator will be Corrado Tedeschi, while protagonists from the sports world and guests from the cultural scene will take turns on stage. Talks, debates, audience questions and moments of discussion will make each stage a hybrid show, between storytelling and live participation.

In addition to the performance in the theater, the project includes an “off-stage” part: vlogs, mini-documentaries and digital content that will tell the behind-the-scenes and territories hosting the tour stops. And of course Digital Out of Home, will also be involved in the amplification of the project. With tickets already on sale on the TicketOne platform, the tour will start in Naples on Nov. 24 and continue with stops in Turin, Catania, Bari, Florence, Rome, Milan and Sanremo.

Viva El Tour goes beyond the boundaries of the classic sports talk show, transforming it into a cultural, popular, and territorial experience that speaks to an ever-evolving generation of audiences. Urban Vision Group doesn’t just offer spaces, but a hybrid and engaging narrative model that transforms spectators into a cohesive community. For clubs and sponsors: the real game for next-generation engagement is played right here. Find your front-row seat at SFS 25: the future of the sports industry awaits you.