Sport Industry’ s motivators for a new approach to the Internet include:

• Need for new monetisation opportunities.
• Understanding that the way the Internet is changing, is changing the world too. Sport Organisations needs to follow the new trend and take advantage of it or lose the competition within the industry.
• Need to stay ahead of competition, locally and/or globally.
• Competitors’ investment in the online world increasing: competition for the same target audience becoming tougher also across different industries (i.e. Entertainment).
• Poor, below potential or deteriorating fan base.
• Pride of a community: increasing need of belonging to a group with a defined identity.
• New product launches.