Use of the Internet as a marketing communications tool is still not fully understood. This is equally true in the sport marketing area, despite an increase in the adoption of this technology by sporting teams and promoters. This paper reports the results of an exploratory investigation of user reactions to one sporting team Web site, using pre-existing scales of involvement and viewer-response to marketing communications. The results indicate that fans and those interested in a sporting team seek information from the Web site rather than entertainment. The aficionado, however, seeks neither of these and obtains brand reinforcement from the site. Methodological issues and further research are discussed.
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