Respected industry journal 'Sports Business' speaks to FWM's CEO Mike Flynn about search in the July 2010 issue. Addressing the application of SEM to the sporting industry, Mike discusses how brands are now catching up with the search revolution after initially being slow on the uptake.

"Clearly for sports organisations maximising the content or the rights that they own has been the major challenge over the past few years of the internet; it all has happened extremely fast. So, whilst they have been sorting out legal issues and security, other things may have been put on the backburner."

Mike also discusses the bredth of SEM, explaining that there's much more to the area than optimisation: "[SEM] is the umbrella...Not just SEO; it's PPC, internal linking structure, dealing with broken link reports. It's the universal search, it's many, many things. It also involves a lot of social media, and of course reputation management."

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