Recreation, Parks, and Tourism Administration Department

Degree Name

BS in Recreation, Parks, and Tourism Administration




Brian Greenwood


All professional sports teams are using the Internet as a part of their marketing strategy. In order for this to be successful, it is critical for sport marketers to evaluate which Internet marketing trends are being best utilized to connect with fans and website users. The purpose of this study was to determine the best practices in sport marketing in the five major professional sport leagues. Data were collected from five professional sports team’s websites from the NBA, MLB, NHL, NFL and MLS. The instrument used consisted of a checklist with a section for written notes. The results indicated that all teams were using relationship marketing and also that they utilized very similar marketing practices. This is a critical baseline study to be used in the future by sport marketers and forecasters to determine success and shifts in trends.