ISSN: 1998 - 4162
JISR MSSE Journal Contents
Volume 10, Number 1, January 2012
Professional Sport Clubs and Web 2.0
Dr. Marilou Ioakimidis - University of Peloponnesus and, Athens, Greece
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...
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