On Saturday 22nd February the first edition of the Conference on Motorcycle Sport Communication in Europe took place at the prestigious Hotel Mediterraneo in Riccione with the aim to share and deepen experiences and methods of communication.
With the primary aim of deepening and refining communication practices, the event provided a valuable opportunity to address the challenges faced by media professionals in covering motorcycle sports. Participants gained fresh perspectives on enhancing media visibility and audience engagement through workshops, panel discussions and networking sessions.
The day started with the institutional presentations from the FIM, delivered by Damiano Zamana, FIM Deputy CEO and Operations Director; FIM Europe, presented by Alessandro Sambuco, FIM Europe Secretary General; and FMI, introduced by President Giovanni Copioli.
Then, the stage was taken by Communications Managers: Isabelle Larivière from FIM, Dalila Agrati from FIM Europe, and Francesco Dragonetti from FMI. Through speeches, questions, and discussions, the session provided a real opportunity to spark a debate on the possibilities and needs of communication specialists.
In the afternoon, the focus shifted to AI and its influence on motorsport communication.
An analysis of opportunities and risks was addressed from the photographic point of view with Lorenzo Resta, a professional MXGP photographer, and the journalistic side with Federico Porrozzi, Motosprint Director. The AI topic has been further introduced and explained by Mattia Michelangeli and Manuel Tundis, experts in innovation and digital transformation.
The growing influence and use of AI in the work environment, with its legal consequences and aspects, was this topic presented by attorney Alessio Santoriello, Head of the Italian Chapter of the Global LegalTech Hub.
The exchange of knowledge and expertise at the Conference has been invaluable, bringing together professionals from different backgrounds and regions has allowed participants to develop a more unified and forward-thinking approach to communication in motorcycle sports.
The success of this inaugural conference highlights the growing importance of effective communication in the world of motorcycle racing. Plans are underway to make this an annual event, ensuring continued progress and collaboration within the industry.
Damiano Zamana, FIM Deputy CEO and Operations Director – “The initiative of FIM Europe to organise this first workshop goes in the direction of the FIM to be transparent and get closer to all the stakeholders within the motorcycling community. It has been a great opportunity to know better the FIM, FIM Europe and FMI on some topics that do not always reach the mainstream of communication but are fundamental for the organisation of the sport we love. Participation of important newspaper and digital communication managers shows the interest in a more transparent communication. Also, my thanks go to the representatives of the FMNs present to strengthen the communication community and the shared values of the FIM.”
Alessandro Sambuco, FIM Europe Secretary General – “The pressing push to deal with issues related to technological development (AI) that proceeds at an exponential speed has forced us to hold this first Conference on Motorcycling Communication in Europe. The need to deal with AI was certainly not the only need. Also, the topics of the positioning of the Motorcycling Institutions within the international sports system, the description of their governance, their characteristic activities and the communication of the various entities operating in the motorcycling world (FMNs, specialised press, teams, fairs, circuits, etc.) needed to be presented and clarified. An audience of journalists and press officers representing printed, digital and social media from seven European countries marked the success of what will be just the first edition of an event that we hope will become annual.”
Giovanni Copioli, FMI President – “The conference was an excellent opportunity to share experiences and points of view with leading national and international players in communication. It was an appointment where FIM, FIM Europe and FMI showed their willingness to engage with journalists and press offices to contribute, all together, to the growth and development of motorcycling. I hope that in the years to come there will be other appointments of this kind because I believe they are fundamental in creating a network that helps to give visibility to our sport. I conclude by thanking the FIM and FIM Europe for organising this event in Italy and all the participants for providing excellent contributions.”
