The internet and competitive advantage: A study of Australia's four premier professional sporting leagues

EVANS, D and Smith, A 2004, 'The internet and competitive advantage: A study of Australia's four premier professional sporting leagues', Sport Management Review, vol. 7, no. 1, pp. 27-56.


Document type: Journal Article
Collection: Journal Articles

Title The internet and competitive advantage: A study of Australia's four premier professional sporting leagues
Author(s) EVANS, D
Smith, A
Year 2004
Journal name Sport Management Review
Volume number 7
Issue number 1
Start page 27
End page 56
Total pages 30
Publisher Elsevier Ltd
Abstract Sport and the Internet have shown early signs of a prosperous marriage. Web sites with sport content are among the most popular and well trafficked, with sport followers and web users sharing remarkably similar demographics. In the United States, the sport-Internet union is projected to generate US$6.27 billion in advertising revenue alone on sports-related web sites by 2005. Despite these compelling observations, limited empirical research has been undertaken exploring how to maximise the opportunities for competitive advantage that the Internet can provide to sport organisations. This research was a response to this void, and was undertaken in three stages. Initially, empirical and conceptual Internet literature was reviewed to establish theoretical "best practice". Secondly, the Internet goals, strategies and practices of the 55 teams competing in the Australian Football League (AFL), National Basketball League (NBL), National Rugby League (NRL), and National Soccer League (NSL) were examined, using a telephone-administered survey. An 87% (N = 48) response rate was achieved. Finally, seven recommendations for closing this gap were made, including the implementation of Internet project teams and the instigation of league forums.
Subject Sport and Leisure Management
DOI - identifier 10.1016/S1441-3523(04)70044-3
ISSN 1441-3523
Versions
Version Filter Type
Citation counts: Scopus Citation Count Cited 13 times in Scopus Article | Citations
Altmetric details:
Access Statistics: 95 Abstract Views  -  Detailed Statistics
Created: Mon, 06 Dec 2010, 14:11:00 EST by Catalyst Administrator
© 2014 RMIT Research Repository • Powered by Fez SoftwareContact us