"You Are Invisible": Marketing Professional Sports in the Technology Era

The present study investigates the means through which professional sport 'consumers' locate information about professional sport games/fixtures. The findings illustrate that while 'traditional' means of communication (radio, print ads) are favoured among respondents, the impact of social media in facilitating consumer product knowledge is building in momentum. These findings are also illustrative of the tensions and complexities associated with the way in which professional sport organisations communicate, advertise and market.