Research Thesis:
This research will establish if and under what circumstances the implementation of specific technologies of the internet into the communication mix of sport event marketing is profitable for the Sponsor.
Conclusion:
One of the main arguments in favour of implementing internet
into sport event marketing is the audience that can be reached, additionally
to television, newspapers and magazines. With approximately 800 Million
internet users compared to 360 Million in 2000 and an internet penetration
rate of almost 70% in North America and 30% in Europe*, the internet
is establishing more and more to a mass medium. Although Europe and
the Asia/Pacific area are not as penetrated as the United States yet,
the numbers show a strong growth and fast enough growth to rival the
United States regarding the globalization of the medium and no company
can afford to miss the opportunity to reach such a broad audience ...
