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With the most significant changes in the way sport is consumed since the emergence of mass audience television, it is vital that brands embrace the latest advances in digital technology and media to stay ahead of the competition.
The proliferation and fragmentation of media channels, new technology and an increase in the amount of televised sport, web-based solutions as well as printed media, has taken the level of interest in sport in general to unprecedented levels, and it is now as likely to be found on the front page of a daily paper (as well as the back) or be the lead story of a television network.
This huge increase in popularity brings with it great opportunities commercially to those companies switched on across multi-media platforms to maximise the interaction consumers have with their brands.