There are several online forums where the “Gunners”—the name given to fans and stakeholders of Arsenal F.C.—can meet to share their loyalties and discuss the game and their team. Nevertheless, fans like to be as close to the source of their fanaticism as possible, which makes the Arsenal's own website an important link between the football team and its fans. But does the club’s own e-portal do enough to keep fans coming back for more?

Unfortunately, the virtual entrance to the world of Arsenal F.C. is not as grand and dramatic as the gateway into its stadium. Online, visitors are welcomed by a promotion for Arsenal TV Online, and given the option to enter the main website. However, the welcome page does use the team’s signature colors—red and white, which both reinforces the team's identity and sets the tone for the website and web pages to follow.

Upon entering the homepage, fans are greeted by the photograph of the most recent team member to make headlines in the news. The photographs are vibrant and gripping—especially for die-hard Arsenal fans—and are accompanied by a caption that provides context for the image, helpful information for those who haven't memorized the facial contortions of every single team member. Below the striking image are links that offer details on the latest developments within the club, allowing fans to catch up on recent team-related news.

Of course, an essential functionality for a football club's website is selling tickets. Arsenal.com includes a section dedicated purely to upcoming match tickets. The process, however, is complicated as any attempt to buy tickets whisks the visitor to another sub-portal describing the membership process, and how current ticket availability is contingent on one's membership level. Nonetheless, it is an uncluttered system, and a detailed step-by-step process instructs fans on how to become a member and purchase tickets.

The Fanzone section is a highlight of the website, and is presumably the most visited area. The clean and methodical display of content allows fans to access a unique and large spectrum of fan-related products. It offers, for example, visitors enough to keep them busy between Saturday matches—blogs, forums, wall-papers, geographical fan club locations and games. A fan favorite is the column of blogger Frank Stubb. He travels with the team, meets players, and has access to club developments that other fans can only envy. Yet, his blog has a very down-to-earth, fan-centered perspective and is a recommended read for any Arsenal loyalist.

Also, from an enthusiast's viewpoint, it is pleasing to see Arsenal promoting fan initiatives on its website; for example, REDAction provides a cross section of fans—including season ticket holders, online members and club associations—with information and ideas to improve the atmosphere on “game-day” through various events.

The Arsenal website, on the whole, provides fans with everything they could hope for: game-day information, tickets, player developments, breaking news, details about the Arsenal's youth and women’s team, and an extensive merchandise shop. (However, rival football club, Manchester United (MU) offers its fans such nontraditional merchandise as MU Finance, MU Mobile, MU TV, MU Online, and even links and incentives to betting sites. The inclusion of such offerings on club websites has been a fairly recent development, and demonstrates the extent to which fans are brand loyal.)

For a sport that is witnessing an increasing number of private investments at the club level, Arsenal football seems to have stuck to its traditional management structure, which is evident when using the club's website. Many football clubs have utilized a modern, technologically savvy format to cater to the new, younger fans. The Arsenal site should consider balancing its traditional organization culture with the changing mindset of its demanding and web-savvy supporters. With a few changes, there is no doubt that arsenal.com will continue to score with its fans.