Strategic Sport Marketing

By David Shilbury; Hans Westerbeek et al. | Go to book overview

12

Sport and new
media

ANTHONY BEATON AND KEVIN FILO


CHAPTER OBJECTIVES
Chapter 12 examines the impact of 'new media' on sport
marketing. New media are having a profound impact on
the way we communicate in all areas of life, and the way
in which sport is promoted and consumed is no exception.
Sport marketers who are able to understand and leverage
new media opportunities will be a valuable asset to any
sport, regardless of its size. In this chapter, you will be
introduced to the concept of new media and be shown
why the new media are having such a profound effect on
the way we communicate. Examples of how new media
can successfully be incorporated into the promotional mix
of sport organisations of all sizes are provided.After studying this chapter, you should be able to:
1. Describe what is new about 'new media';
2. Appreciate the advancing technologies that give rise
to 'new media';
3. Be able to articulate the meaning of interactivity through
its five components;
4. Understand how new media challenge long-held
notions of control;
5. Develop an awareness of new media opportunities
available to sport marketers through resources such
as e-commerce, online advertising, online communities
and fan forums, and fantasy sports leagues and
competitions;
6. identify the relevant aspects of creating a successful
local event website.

-229-

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