In fact, these events are now built with social and digital media at their heart, as administrators recognize that online access and engagement are just as important as the event itself.
Major sponsors are also getting in on the act, extending their reach beyond traditional signage and advertising with campaigns that live across multiple channels.
So, as the sporting world turns its attention to the first tennis grand slam of 2013, the Australian Open, let’s look at what the tournament and its sponsors, as well as players and media have done to enhance the fan experience.
Official tournament-hosted activity
One of the nicest sections of the site is the Popcorn Tennis Live Blog. It provides a real-time look at what is happening in and around Melbourne Park in a little more depth that you’d get on Twitter or Facebook.