This is an excerpt from Strategic Sport Communication-3rd Edition by Paul M. Pedersen,Pamela C. Laucella,Edward Kian & Andrea Nicole Geurin.
The recent rise of digital media provides a plethora of options for sport organizations to use for IMC purposes. As previously mentioned in this chapter, consumers are increasingly tech savvy and seek content about their favorite teams and athletes outside of game day broadcasts. Sport teams have begun capitalizing on this with digital media options such as video series posted to their website or social media that provides exclusive content, the development of team-specific or venue-specific smartphone apps, virtual reality (VR), and augmented reality (AR). These digital media platforms allow fans to feel a sense of closeness and affiliation with the organization that traditional marketing methods may not elicit.
Chelsea FC in the English Premier League has embraced original video content as a way of reaching fans and deepening their attachments. The Chelsea website features a series called "Ask Frank" in which head coach Frank Lampard answers a wide range of questions about topics from the team's performance to his own shopping preferences. Additionally, the website contains several highlight clips after every match, interviews with the players, and videos focused on historical moments in the club.
Regarding smartphone apps, the NBA's Golden State Warriors moved into a new stadium in 2019, the Chase Center in San Francisco. Together, the Warriors and Chase Center share an app that allows fans to view live game updates and stats, as well as information about the venue if they are attending in person. Venue information includes a ticket management system, events calendar, interactive maps of the arena, assistance with planning transportation to and from the arena, food and beverage ordering, and access to the Warriors' team shop for apparel and merchandise.