While many commercial organisations were quick to embrace the new technologies embodied in the Internet, some have always harboured doubts about its value for marketing. This has been even more marked with the advent of social media, whose profitable use for marketing purposes remains uncertain. Nonetheless, nowadays it is hard to find a football club which does not at least possess its own website, enabling the sale of match tickets and associated club merchandise in addition to providing news, views, and sometimes a forum for supporters’ discussions. (In truth, club websites tend to be somewhat anaemic, providing propaganda, anodyne views and a moderated discussion to eliminate views not considered helpful to the club).