The article analyses the metaphorical models with the source sphere "Game and Sport" that contribute to the conceptualization of Giorgia Meloni's image on the material of the pre-election discourse in Italy. The method of continuous sampling, metaphorical modelling, cognitive-discursive analysis and statistical processing of the material were used. As a result of the analysis of 285 metaphorical units, it seems possible to conclude that the sports and game metaphor makes up about 19% of the total number of metaphors and, therefore, is high-frequency. At the same time, metaphors of the frame "Types of Game and Sport" have the highest frequency. The results obtained allow to conclude that sports metaphor supports a positive vector of evaluation of Meloni's personality and contributes to further strengthening of the positive tone of the media discourse towards the Italian Prime Minister.