The American multinational corporation will become the official technical sponsor of the Games and organisers say they will use its Oracle Social Cloud application to monitor social network interactions surrounding the event, as well as initiate engaging social marketing tactics connected to the Games, due to run from December 11 to 21.

Trentino 2013 claim they want to use social media to foster its relationship with the young athletes and fans who will be present at the Games and are focussing on using Facebook, Twitter and YouTube as the main sources of interaction.

Trento-based digital agency Real Web, will monitor and manage social media platforms, and according to Games organisers, will form a technical collaboration with Oracle to gain access to a unified and comprehensive cloud platform for the complete management of its social initiatives.

This collaboration will provide essential listening, publishing, engagement, analytics and content creation capabilities allowing for the development and publication of content across the various social media channels in 31 languages.

"Social media is profoundly modifying the way people live and the way each of us participates in live events, whether it's for sport, for show, or even for business," said Giovanni Ravasio, applications country leader of Oracle Italia

"The Organising Committee of the 2013 Winter Universiade in Trentino is well aware of this phenomenon, which is why it has positioned social media at the centre of its communication system.

"We at Oracle are glad to support such an important sporting event with our cloud applications for social media management.

"Effective social media management will undoubtedly enrich the entire event and make it a more engaging experience for athletes and enthusiasts alike."

Trentino 2013 organisers say they want to monitor social network interaction around the Winter Universiade in order to develop and create relevant content © AFP/Getty Images