Competitive intelligence gathering and benchmarking are necessary marketing activities. With the use of the web by sports organizations as a communication medium, there is a need to be able to examine competitor websites. This review describes an easy-to-use technique for examining the information content of competitor home pages as part of an organization's competitive intelligence and benchmarking activities. To illustrate the technique, Australian professional basketball team (NBL) sport websites were examined in order to determine the content of the sites and to determine how the content related to the elements of the marketing mix.
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