Professional Sports Marketers’ Perceptions Regarding the Use of Web Advertising

Web advertising has become one of the popular forms for corporations to reach their target markets. Thus, an increasing number of sports organizations are using their web site as a medium to communicate with customers or fans. However, there has been little information about the use of web advertising in the sports industry. This study explored the current use of web advertising and the perceptions of professional sports marketers for its potential in terms of both reaching customers and fans and providing additional revenue through sponsorship or other activities. The respondents were marketers from US professional sports bodies. Ultimately the study provides suggestions for sport organizations that are considering utilizing web advertising for revenue purposes.