Abstract
This paper reviews relevant Internet, business marketing and sport marketing literature
to identify two key challenges and opportunities available to professional sport
organizations in the new Internet Web 2.0 environment. It also reports on a pilot study
about how major professional sport teams are responding to these challenges and
opportunities. The pilot study focused on multimedia use and visitor-involvement offerings
on websites of several professional clubs in each of four top-tier leagues in North
America and England. Several differences among team websites in respect to media
offerings and user-engagement experiences were found. These included the findings
that some sport organizations are employing various methods to create online communities
and are building secondary websites for visitors, while others are not. The results
suggest that most teams in the sampled leagues are taking advantage of at least some
opportunities for providing media services and user-engagement experiences to website
visitors, but they may be missing other such opportunities.
Dr. Marilou Ioakimidis. (2012) Professional Sport Clubs and Web 2.0, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-10, Issue-1.
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