Internet sports marketing and competitive advantage for professional sports clubs: bridging the gap between theory and practice

Abstract

This research identifies internet-based opportunities for developing competitive marketing advantages and provides recommendations for the use of the internet in sports marketing. A telephone-administered survey, constructed from an instrument developed by Sethi and King (1994), Caskey (1998) and salient literature, was employed. All 55 clubs participating in Australia's four largest professional sporting leagues formed the sample, with an 87% participation rate achieved. Results lead to several practical recommendations for professional sporting organisations seeking to improve their internet marketing opportunities.

Citation

Evans, D.M. and CT Smith, A. (2004), "Internet sports marketing and competitive advantage for professional sports clubs: bridging the gap between theory and practice", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 2, pp. 9-21. https://doi.org/10.1108/IJSMS-06-02-2004-B004