The TSV Munich 1860 website goals are twofold: to increase the general visibility of the team and to build a community of fans, which covers a wide base of the population. To do so, several innovative features are offered on the site, including a training diary which accompanies the team on its way to important matches, a user chat and a “star” chat which allows users to pose questions to their favourite players in real time (previous star chats are archived for the user’s convenience and reference purposes) and an innovative download centre.The website’s target group is a broad base of soccer fans, both young and old. Innovative online tools are designed to appeal particularly to younger, internet-savvy fans. These include video clips and a text message service, which transmits statistics and goals on a play-by-play basis to the user’s cellular phone when a game is in session. This service, called the “Löwen-News WAP” also offers information on upcoming matches, up-to-the moment news on star players, and a voting function in which users can cast votes on their favourite players.Finally, the site functions as an online service centre.