ABSTRACT
Chapter 8 introduces the reader to the most common uses of the online world by sport organisations, their associated teams and their staff. It explains some of the advantages and disadvantages of various online platforms used by such groups. It outlines some best practices employed by sport teams and organisations that have made use of the online world to successfully expand their sport brand. Some suggestions for future research in this area regarding how the online world may be further utilised to bridge the gap between the public and the sport teams they support are also made.
