ABSTRACT
Throughout this book we have argued that football has held centre stage in the evolution of new media services in the UK and beyond. The reasons, to reiterate, are that football has a captive, ready-made audience of eager fans who also in significant numbers happen to mutually belong to a demographic of ‘early adopters’ of new information and communication technologies. The fact that men in their mid-twenties to mid-thirties are the highest consumers of football and new media technologies has not been lost on the sports media industries eager to market new services to generate new revenues.
