MEDIA AS A CHANNEL OF ATHLETES’ DUAL
CAREERS PROMOTION AND EDUCATION
Abbreviated to EdMedia, this project aims to proactively change the attitude
towards an athletes’ dual career by deliberately shaping a positive image
and encouraging sports organisations to pursue the implementation of
the European Union’s 2012 guidelines on dual careers of athletes.
The action plan of the project includes
conducting a comprehensive analysis of
related scientific articles and examining
how an athletes’ dual career image is
formed by media, before analysing the gap
between the current practices and the EU
guidelines on dual career of athletes.
This evidence-based and eminence-based
knowledge will be used as a platform to
produce a powerful knowledge-exchange
as well as educational resources which
will encourage the European sports
community to strengthen dual career poli-
cies in Europe.EdMedia’s goal is to then develop and im-
plement an online educational programme
for both athletes and sports organisa-
tions to use to qualitatively promote a
more positive attitude towards athletes’
dual career and to encourage stakehold-
ers to contribute to the improvement of
conditions for dual career athletes, from
an individual, organisational and national
level.Project partners include the Lithuanian
Sports University (LIT); European Athlete
as Student Network (MAL); University of
Rome Foro Italico (ITA); Alexandru Ioan
Cuza University of Iași (ROM); University of
Valencia (SPA); German Sport University
Cologne (GER); University of Ljubljana
(SLO) and the European University Sports
Association (SLO).The project is co-funded by the Erasmus+
Programme of the European Union.