Sports Club Dialogue with Fans: a Virtual Case

Abstract

In the conditions of virtualization of the media landscape, strategic communications in the field of sports are rapidly oriented towards the use of digital technologies and modern web resources. Effective management of virtual media resources is becoming a condition for the presence of a sports club in the information agenda and the commercialization of a sports project. This study presents a model for analyzing the key performance indicators of a sports club website, which is open and accessible to all Internet users.