04TORNEO DELLE REGIONI 2024PIEMONTE

NOT ONLY A TOURNAMENT.
AN EVENT PRODUCT.

After EBC21, the challenge was different: fewer heavy infrastructure interventions, more attention to the complete experience — communication, accommodation, presentation, hospitality, sport and the feeling surrounding the competition.

48teams

692athletes

7locations · 9 fields

100+games

THE SHIFT

FROM BUILDING AN EVENT TO BUILDING THE EXPERIENCE.

EBC21 had demanded a major venue-transformation effort. TDR24 allowed the same project discipline to be applied differently: improve the product people would see and feel, and make a national youth tournament behave like a complete event.

There were still targeted facility works — including interventions around the Piemonte venue network — but the centre of gravity moved toward communication, accommodation, event presentation, family experience, food and beverage, dressing, opening entertainment and a coherent service around the sport.

A project is a project. The method has to scale — even when the budget, audience and workforce are very different.

MEDIA CAMPAIGN

MAKE THE EVENT EXIST BEFORE THE FIRST PITCH.

The media campaign was not an accessory. It was part of the event product. The Road to TDR was deliberately curated: fewer appointments than EBC21, but stronger, more deliberate pieces of content designed to create recognition before teams arrived.

The draw itself became content rather than an administrative act. It was staged, filmed and packaged as a moment in the event narrative. During competition, communication then moved into a daily rhythm, including two TV-news-style editions per day: results, images, atmosphere and stories made the tournament visible beyond the individual field.

That matters in a multi-location event. Spectators can only stand in one venue at a time; media is what lets the event feel like one connected object.

ROAD TO TDR24 · Draw event — a procedural moment turned into event content.

GAMES-TIME · The tournament as a live product: people, colour, sport and atmosphere.

PRESS & DISTRIBUTION

A MEDIA WALL, NOT A SINGLE POST.

Press coverage, municipal and tourism channels, federation communication and audiovisual output created repeated entry points into the event. The campaign was designed to make a geographically dispersed tournament feel visible and coherent.

TDR24 coverage and accommodation information

THE EXPERIENCE LAYER

THE SPORT WAS THE CORE. THE EVENT WAS EVERYTHING AROUND IT.

Accommodation

Families and travelling teams needed a simple way into the territory. The project worked with Turismo Torino and a dedicated booking platform, treating accommodation as part of the event service rather than a problem left outside the organiser's perimeter.

Presentation

Venue dressing, food and beverage, an opening concert, games and multimedia content were used to create an identity that went beyond fixtures and standings.

Communication

The daily news rhythm helped connect seven locations and more than one hundred games into one narrative.

People

The final measure was not only operational: young athletes, families and volunteers needed to feel that they had arrived at something larger than another weekend tournament.

EVENT INFORMATIONSPORT GUIDE

COMPLETE PRODUCT

SPORT.
MEDIA.
SERVICE.
EXPERIENCE.

TDR24 is useful in the portfolio precisely because it is not San Siro. It demonstrates that project discipline is not proportional to scale: the same instinct to organise the whole system can be applied to a national youth event, with different priorities and a different definition of value.

Open the Sport Guide ↗

FISU WUG25

A venue full of stories →

EBC21

From challenge to championship →

NOT ONLY A TOURNAMENT.AN EVENT PRODUCT.