ABSTRACT
As competition for consumer ‘‘attention’’ intensifies, the challenge for
football enterprises worldwide is to gain a competitive advantage. Competi-
tion for attention, therefore, has become a major tenet for integrating new
media within football enterprises. Although the integration of new media
technologies offers enhanced access and opportunity for consumers, broad-
casters, and sports league/club/event managers, it also has changed the
methods used to produce, distribute, and consume sport content. The
synergetic relationship between sport and new media is facilitated by
the increasing complexity of the global sport industry, the increased demand
for sport content by global media companies, and the rapid convergence of
consumer needs worldwide. Football managers should be prepared to identify
new media resources that are relevant to their enterprise and the benefits and
potential opportunities offered by these new technologies. For football
managers, emphasis should be placed on understanding conceptual and
practical dimensions of developing a comprehensive approach to managing
the implementation of new media. This chapter addresses the relationship
between football content and new media technologies and discusses the
central challenges and issues related to new media integration.
