This historical case study addresses the issues related to the use of content-management systems (CMSs) in the production of a college athletic department Web site. The article considers the factors that influenced a university athletic department to adopt a CMS. Corporate consolidation among CMS providers frequently affected the options available to athletic departments. Using an in-depth interview with the primary individual behind the University of Michigan’s athletic department Web site, MGoBlue.com, this article also explores how the explosion of Web-site content and adoption of a CMS has transformed the workflow in athletic media relations.
The author is with the Department of Sport Management and Media, Ithaca College, Ithaca, New York. Address author correspondence to email@example.com