Sports/Media Complex in the New Media Landscape

  • Katrien Lefever
Part of the ASSER International Sports Law Series book series (ASSER)


The professional sports industry is a complex micro economy consisting of a set of interdependent markets and actors. In other words, professional sports teams and organisations, the media and sponsorship constitutes a trinity from which each of the parties is able to drive substantial profit (Smart 2008, 7). In the past, the roles of the different stakeholders of the sports/media complex were clearly defined. However, the development and spread of new media and communication technologies have now changed the sports/media complex. Sports clubs tried to become media companies themselves by offering club channels, mobile content and websites to their fans. When discovering the opportunities of new media, sports clubs bypassed traditional media and reached out directly to their fans. Furthermore, the role of the fans/public in the sports/media complex has also been altered. In the past, they passively submitted themselves to linear broadcasts of sports events. Currently, the public, when having access to the Internet and digital cameras, become potential producers of sports content.


Sport Club Sport Organisation Sport Event Football Club Commercial Organisation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© T.M.C. ASSER PRESS, The Hague, The Netherlands, and the author 2012

Authors and Affiliations

  1. 1.Faculty of Law, Interdisciplinary Centre for Law and ICTKU LeuvenLeuvenBelgium

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