Advances in media technology have driven the sport industry in the 20th century and will continue to do so in the future. In the 1990s, the Internet has emerged as the latest technological advancement for sport managers to utilize in their marketing plans., The purpose of this paper is to describe the common attributes of Internet users and the functions the Internet can perform for sport businesses. It also explains approaches to integrating this medium into a firm's marketing strategy for reaching these potential customers. Finally, a brief overview of the problems facing consumers and companies using the Internet is presented.