ABSTRACT
The battle lines of control extend well beyond those we have just looked at between club and player. The football club in the new media age is keen to extend its control on a range of areas associated with the image and imaging of the club and extract value from them using the delivery systems which a digital environment offer. The Internet has undoubtedly had a dramatic impact on the global media environment in which the sports-media industry now operates. The degree of engagement with new media clearly varies, but there is general consensus among footballing organisations that the Internet presents a range of new possibilities for communicating with various publics.
