Conclusion

Abstract

This book has highlighted how professional sport has developed into a highly valuable global industry. At the same time, however, we have also been keen to emphasise that sport (both participating and watching) continues to be a social and cultural activity valued by millions of people across the globe. The main focus of the book has been on the role played by the media, and particularly television broadcasting, in the development of sport in both economic and cultural terms. Specifically, on the one hand, sports organisations and television broadcasters have built a synergetic relationship that has allowed both to further their commercial interests. In this sense, it could be argued that the commodification of sport has served the interests of all the main participants within the sports-media-business complex, including media conglomerates, marketing agencies, brands and sponsors, sports event organisers, sports associations and even professional athletes (although perhaps not always sports fans). Just as significantly, on the other hand, in many countries free-to-air television coverage of sports events and competitions, most notably by public service broadcasters and terrestrial commercial networks, has facilitated shared viewing experiences, which have fostered a sense of national identity and cultural citizenship. To begin with at least, the broadcasting of major sporting events played a key role in the development of sport into a core part of popular culture.