EUSA Year Magazine 2020-21

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
is then 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

policies in Europe.

Project partners will then

develop and implement an online

educational programme for both

athletes and sports organisations

to use to qualitatively promote

a more positive attitude towards

athletes’ dual career and to

encourage stakeholders 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, co-funded by the

Erasmus+ Programme of the

European Union, was initially set

to conclude in December 2020,

but was extended into 2021 as a

result of the global pandemic. PLEASE SEE

eusa.eu/projects/edmedia

for more information

Co-funded by the

Erasmus+ Programme

of the European Union

EUROPEAN UNIVERSITY SPORTS ASSOCIATION YEAR MAGAZINE 2020-21^38

4. EU INITIATIVES