Official websites are now a major player in the sporting landscape. Sports teams now see themselves as media organizations – offering news that competes with more traditional outlets such as print and television. (And they both have enough problems as it is.) I am the Managing Editor for one of the world’s most famous soccer clubs. Arsenal Football Club pride themselves on history, tradition and integrity as much as on-field success. We have also developed highly-successful digital and social media strategies. Our numbers stack up alongside the most successful sporting franchises in the world. We certainly engage with our fans. But, in the modern world, what form should that engagement take? Is the ‘homer’ now transparent and irrelevant? Or, in a digital world in which Twitter...