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Virtual communities exist within many football web sites to enable them to interact with fans, conduct business, develop relationships and participate in virtual activities. This paper describes the application of the Hagel & Armstrong (1997) Virtual Community Business Model to the English Premier Football League. The investigation considered the functionality of virtual communities in the English Premier League and also in some lower divisions. The findings suggest that most football clubs are yet to realise the full potential of member-to-member interaction and collaboration, and have only just begun to exploit the various business opportunities that are offered. In order to improve on current activities the football club web sites need to have dedicated sections that cater for the different types of virtual community, and allow members to actively communicate with each other. The paper will outline the trends and suggest strategies for developing football club virtual communities within the wider business and sporting context.

The Role of Virtual Communities in the English Premier Football League