Online advertisers would do well to take advantage of the rising popularity of sports websites, a new report has suggested.

More sports fans regularly engage in a number of online activities than the average internet user – meaning that advertisers should be switched on to the internet marketing opportunities posed by this segment of the sector, the publication from the European Interactive Advertising Association (EIAA) indicated.

According to the report, sports fans are more likely to view TV, film or video clips over the internet, as well as go online while watching TV and view videos on their mobile devices.

Online activity is also more likely to increase during major competitions such as the upcoming Euro 2008 tournament, the EIAA noted.

"This highlights how marketers can target and benefit from this captive and engaged audience online, especially when the big sporting events demand attention," commented EIAA executive director Alison Fennah.

Last week, BBC Sport announced that its marketing campaign for the Olympic Games will involve content produced by Jamie Hewlett and Damon Albarn as part of an initiative based on Journey to the West.

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