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The FIFA World Cup in South Africa later this year offers newspaper companies the opportunity to expand multimedia news coverage to attract new audiences and revenues, and few are doing more than Italy's leading sports newspaper, La Gazzetta dello Sport.

La Gazzetta dello Sport is preparing with a full-fledged multimedia coverage plan. Diego Antonelli, Director of Gazzetta.it, explained how the company is organising its multimedia coverage for the World Cup in an online seminar organised by the World Editors Forum and the International Association of Sports Newspapers.

The "webinar" was recorded and is available to newspaper companies looking for new ideas for their multimedia coverage of the World Cup.

"The way to the South Africa World Cup for Gazzetta.it started with the Confederation Cup in June 2009," said Mr Antonelli. "In just two weeks, the Confederation Cup’s website was visited by more than 1 million unique visitors."

Gazzetta intends to provide round-the-clock news coverage of the World Cup with real-time information - online but also SMS services, mobile, internet, and iPhone applications.

Among Gazzetta's offerings are:

- GazzaSpace, a dedicated social network that is the largest sport community in Europe, with more than 460,000 registered users and 34 sports federations involved.

- Magic Cup, the Italian leader in soccer fantasy games, with more than 120,000 paid subscribed teams. Magic Cup will offer Gazzetta¹s users multiplatform access by Internet, mobile devices, smartphones, and telephone.

The next WEF webinar will be held on Tuesday, 16 March, and will be dedicated to understanding the terms of accreditation for covering the World Cup and other sports events. The webinar, organised with the IASN, will feature Andrew Moger, Executive Director of the News Media Coalition, and Juan Ignacio Gallardo, Deputy Director of Marca, the leading sport newspaper in Spain.