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

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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