Maybe a java applet. That's the only thing I can think of that can send/receive/display data while the user sits on his butt, unless the page has a refresh (if you didn't know, you can use <meta> tags to force a refresh every X seconds). Maybe there's a free applet out there that would do something like what you want...
As for me and my friends, we just bite the bullet and pay a fee to Sportsline.com and use their system ... they have a java version and an html(javascript) version for the java-impaired; the latter uses refresh. If that's how a huge site like that does it, you can bet there's probably no better way.