I thought I would point you to some “new media” usage in the context of a sports event; Wimbledon.
As you might know, IBM has been the technology partner of Wimbledon for more than 10 years now. Both the Wimbledon official site and the IBM page dedicated to this classic tennis tournament have some great examples of online communications using the latest techniques.
Here are just 2 of them:
Video Podcasting the IBM team at Wimbledon.
The “On Demand” Scoreboard

Philippe Borremans, PR Manager, IBM Belgium & Luxembourg, concludes his discussion about IBM’s recent online activities in a Q&A with IAOC president Don Dunnington
In your post about Online Jamming you mention IBM's experiments in social computing. In following that link, I was interested to find this discussion concerning translucency:

We call systems which provide perceptually-based social cues which afford awareness and accountability 'Socially Translucent Systems.' In such systems we believe it will be easier for users to carry on coherent discussions; to observe and imitate others' actions; to engage in peer pressure; …

Hi everyone,
Just received an update that IBM's CIO's office is testing out RSS for internal communications. At this moment we have 3 feeds up and running on the IBM intranet. Currently the RSS feed generator identifies all the content for a given topic (Example: In the news) and selects only items targeted for all IBM employees.  

The intranet is the first source IBM'ers turn to when they are looking for information and contains our profile, our contact details, personalised data according to profession etc… With these 3 RSS feeds we're certainly going in …

This week on IAOCblog, we will be continuing our discussion with Philippe Borremans about IBM's online communication.

There's a great podcast discussion about Philippe's post concerning IBM's online jamming. You can hear it on the latest “For Immediate Release: The Hobson and Holtz Report.” If you haven't listened to this well done talk show, try it now.

Some 3 years ago IBM tried a new approach to what is called “social computing” - within IBM we call …

This week IAOC member Philippe Borremans has agreed to talk about the way IBM is embracing internet technology to foster collaboration within the company. You may remember Philippe from his post about internal Blogs at IBM and the use of RSS in crisis communication. With news breaking May 13 of their 320,000 employee corporate wide blogging initiative, it appears Philippe could have lots of blogging company.
We'll also take a look at how IBM used wikis, instant messaging and something called “jamming” to define their corporate values and set guidelines for IBM …