Media relations

The fast commercialization of sport world-wide and the increasing demand for sport consumption was met with an equally increasing interest and investment from the side of the media over the years, in order to position themselves as a key intermediate and even supplier to sport. As it is detailed in this entry, this has resulted in sport enjoying the financial and marketing benefits of this development and media holding a key role in the sport ecosystem, being inextricably involved in sport consumption and the development of people's perceptions of sport world-wide, and through this gaining additional power, as well as both financial rewards and branding benefits. As the entry discusses, there currently exists a sensitive power balance between sport and the media, making media relations an ever developing area within the sport industry, with sport organizations and media investing extra attention in maintaining this relationship and balancing the delicate and easy-to-tilt power balance ...