A recent phenomenon in sports marketing is use of the internet as a marketing tool.
Many athletes now maintain sites bearing their own name.
In turn, this ultimately results in increased popularity of the athlete. Thus, revenues are eventually realized through endorsements of that athlete and his or her team, public appearances, and perhaps even their salary. Here are some examples of athlete web sites. Both Alex Rodriguez and Jeff Gordon are seen as innovators in the online marketing of athletes, and numerous athletes are sure to employ benchmarking with regard to their sites. Some agencies specialize in marketing athlete's websites.