ABSTRACT
This chapter examines the impact of ‘new media’ on sport marketing. New media are having a profound impact on how we communicate in all areas of life, and sport is no exception. Building on the use of traditional media channels, the last decade has seen increased options for sport organisations to share messages and engage new markets through emerging communication modes. There are a number of technological developments that have impacted the generation of digital content as well as the way it is delivered. New media are characterised by the application of digital or computer technology to mass communications. Traditionally, sport has relied on mass media to distribute content and information to consumers. New media also develop new challenges around controlling published content through official and unofficial means. With the internet providing more sources of interaction, commerce and flexibility around popular goods and services, sport has a key role to play in the digital economy.
