Towards a schema for football clubs seeking an effective presence on the internet
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ABSTRACT:
A presence on the internet has quickly emerged as an important part of a sports organisation's strategic mix. Given the speed of internet developments, practitioners are faced with the headache of ensuring they are not left behind while also coping with a complex new business and communication channel. This paper develops a schema for web site development for sports managers. The methodology used involved a number of steps; firstly the combination and synthesis of web site audits already published, (one of which was the authors' previous work), secondly a repeat audit one year on, and finally a small number of in-depth interviews with football club personnel. The authors concluded that a football club web site needs to firstly address supporter access in the context of the different communities, in particular young men, corporate clients, and small children, all of whom have different needs from the site. Secondly, the site needs to adapt in order to attract a global audience. for example with a multi-lingual delivery. Thirdly, clubs need to take better advantage of emerging internet technology such as radio broadcasts, on-line discussions, and the use of cookies. Fourthly, clubs should look for ways to attract and keep supporters visiting the site, perhaps by engaging in fan rituals and culture. Finally, web sites may help redefine the relationship between club and supporters, allowing fans a more active role in expressing their support. It is hoped that this audit analysis will provide guidance for sports sector professionals seeking to develop their internet presence.
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