Monograph

Sport, tecnologia e co-creazione del valore

Nuovi modelli di coinvolgimento del consumatore
  • Daniele Scarpi de Claricini,

Based on a national research project (PRIN 2022) led by the author as principal investigator, this volume explores how AI, wearables, and digital platforms are reshaping the fan experience and sports entrepreneurship. At its core is the concept of value co-creation and the shifting role of consumers — from spectators to active participants in the creation of content, relationships, and meaning. The book examines new models of engagement, the hybridization of physical and digital, the strategic use of data, and emerging opportunities for brands, athletes, and organizations. It offers theoretical insights and practical tools to understand the emerging logics of co-created value in sport.

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Daniele Scarpi de Claricini

University of Bologna, Italy - ORCID: 0000-0001-9652-9109

Daniele Scarpi de Claricini is an Associate Professor of Marketing at the University of Bologna and Scientific Director of the Open Program in Marketing at Bologna Business School. In 2024, he was included by Stanford University in the list of the World’s Top 2% Scientists in the field of «Economics & Business: Marketing».
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Bibliographic Information

Book Title

Sport, tecnologia e co-creazione del valore

Book Subtitle

Nuovi modelli di coinvolgimento del consumatore

Authors

Daniele Scarpi de Claricini

Peer Reviewed

Number of Pages

194

Publication Year

2025

Copyright Information

© 2025 Author(s)

Content License

CC BY 4.0

Metadata License

CC0 1.0

Publisher Name

Firenze University Press

DOI

10.36253/979-12-215-0740-9

ISBN Print

979-12-215-0739-3

eISBN (pdf)

979-12-215-0740-9

eISBN (epub)

979-12-215-0741-6

Series Title

Studi e saggi

Series ISSN

2704-6478

Series E-ISSN

2704-5919

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