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Sports Marketing and Fan Interaction Moves Online

Sports Marketing and Fan Interaction Moves Online
July 13, 2010

The increasing significance of social media and online marketing in sport has been revealed on the first day of the Fan and Participant Engagement in the Digital Age conference.

Among key speakers at the event, Kirsten Corio, Senior Director, Team marketing and Business Operations for the US National Basketball Association (NBA); revealed that for a key club such as the New York Knicks â75% of its advertising budget will be spent on online marketing next season."

Corioâs explanation of the NBAâs online marketing in a crowded sport market such as New York was especially relevant to the eventâs Australian delegates.

Among other presentations, Pedro Duarte, Mobile Marketing Manager for Real Madrid CF explained that "Real Madrid has bet on mobile media as a new channel to sell content, generate business, create databases and cross selling", adding that the Real Madrid's mobile media strategy is "to be where the user is, using the channels that the users uses."

Opening speaker Dan Harbison, Vice President of Interactive Marketing and Media for NBA franchise the Portland Trail Blazers, explained that the Trail Blazers online strategy is to offer "a tightly integrated the fan experience, not only through our websites but also through Facebook, Twitter and mobile technology."

The Fan and Participant Engagement in the Digital Age conference continues tomorrow at Sydney's Star City Hotel and Casino.

Dan Harbison was interviewed in the May/June 2010 issue of Australasian Leisure Management.

For more information contact Simon Arkwright of the Sport Research Group on +64 2 7272 5728, E:



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