Selling Europe? Sport as a communication medium for the European project (1966-1985)

Based on the review of the notes written by the Press and information service of the Commission of the European Communities from 1966 to 1985, this article proposes to approach the early pro-European uses of sport as part of a new communication policy and informal process of Europeanization. In order to understand how the idea of “making a European society” through sport emerged, it is necessary to put it in the context of the internal transformations of the European communities, the changes in both European sport and the Commission’s proactive communication. We will also deal with the “European entrepreneurs” of DG X and Adonnino Committee on “a People’s Europe”.