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Sport Marketing: Cyber Strategies for Clubs and Events
Abstract
This chapter introduces and informs the reader about the new technologies used in the world of sports through their actors: players, athletes, teams, and events. The new media's opportunities are processed, highlighting the way sports organizations make use of the potential of these new communication channels in their marketing strategy to interact and control both the message and content offered to their customers. This chapter also has a section specifically devoted to the use of social networks and virtual communities in the sports sector. Likewise, this chapter draws attention to the problems linked to the indiscriminate use of this technology such as distribution problems, information control, intrusiveness, and the latest studies and advances in sport marketing online strategies.
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