The purpose of this case study research, was to explore how Queensland Rugby League (QRL) used their Facebook brand page the "Queensland Maroons" and incorporated livestreaming throughout the 2017/2018 State of Origin seasons. Specifically, this sought to understand managerial perspectives regarding interactive advertising within digital sport marketing strategy encompassing live streaming and the extent to which it may impact fan engagement. This research utilized a multimethod case study approach involving a content analysis of Facebook, complemented by two semi-structured interviews with the organizations digital staff. The findings revealed live streaming can be an engaging proposition when it provides exclusive content that allows the fan to experience authentic insights into the rituals and traditions of their favorite sport team and athletes in real-time. Furthermore, three unique management live streaming experiences were identified: planning, organization, and delivery (POD) and as a response, a conceptual (POD) model has been created, which re-evaluates the opportunities for fan engagement adapted from previous research findings (Haimson and Tang, 2017;Naraine and Karg, 2019). This model is important for sport organizations when considering livestreaming, as there may be unique opportunities to focus on interactive advertising and thus, develop awareness and the fan-to-fan and fan-to-athlete/sport organization/team relationship.

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Sarah Wymer describes her feelings over the 20 months since her husband Patrick was diagnosed with stage four bowel cancer