This article reports on a study that was conducted which aims to understand the optimal usage of e-marketing in sport mega-events with reference to the 2010 FIFA Soccer World CupTM which was held in South Africa. A conceptual framework to optimally leverage e-marketing opportunities related to the hosting of sport mega-events was developed from the findings of this study. Building on an in-depth analysis of the contemporary literature on this very dynamic topic, as well as key lessons learned from an analysis of international case studies, primary research was conducted before and after the 2010 FIFA Soccer World CupTM, involving key stakeholders in the event and destination marketing sphere. Based on the preceding phases, the strategic framework that was conceptualised provides parameters and guidelines for the effective utilisation of e-marketing and e-marketing tools in future sport mega-events. Furthermore, 11 critical success factors (CSFs) were determined that should be considered when developing and implementing an e-marketing strategy for mega-events. In addition to adding value to the body of knowledge in this increasingly important sphere of tourism, recommendations regarding future research in this dynamic field of study are addressed.