Media as a Channel of Athletes’ Dual Careers Promotion and Education - Edmedia

EdMedia project aimed 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 included 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 was 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.

EdMedia’s goal was to 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:

Lithuanian Sports University (LTU)
European Athlete as Student Network (MLT)
University of Rome Foro Italico (ITA)
Alexandru Ioan Cuza University of Iasi (ROU)
University of Valencia (ESP)
German Sport University Cologne (GER)
University of Ljubljana (SLO)
EUSA Institute (SLO)



The project is co-funded by the Erasmus+ Programme of the European Union.

Please see the official webpage https://www.lsu.lt/en/project-edmedia/ for resources and details.