Leveraging event sponsorship for strategic brand connecting with Gen Z through Milano Cortina 2026 Olympics
Rizzo, Agostino Pio (A.A. 2024/2025) Leveraging event sponsorship for strategic brand connecting with Gen Z through Milano Cortina 2026 Olympics. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 84. [Master's Degree Thesis]
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Abstract/Index
The Milan-Cortina 2026 Olympics as a branding opportunity. Why focus on Gen Z. Interest in the 2024 summer olympic games in Paris, France. Research problem and objectives. Research question. Key factors in sponsoring the Olympics for Gen Z. What Gen Z expects from brands. The importance of sustainability and authenticity. National identity and the “made in Italy” concept. Using athlete influencers to reach young audiences. Combining online and real-world campaigns. Challenges: standing out among many sponsors. Research design and hypotheses. Introduction to the methodology. Conceptual framework. Key variables. Research hypotheses. The fieldwork: surveys and interviews with Gen Z. Case study examples from past Olympics (Tokyo 2020, Paris 2024).
References
Bibliografia: pp. 78-79. Sitografia: pp. 80-83.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Integrated marketing communication |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Costabile, Michele |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 06 Nov 2025 13:25 |
| Last Modified: | 06 Nov 2025 13:25 |
| URI: | https://tesi.luiss.it/id/eprint/43680 |
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