The relationship between sport and the media is the defining commercial connection for both industries at the beginning of the twenty-first century. The media has transformed sport from an amateur pursuit into a hyper-commercialised industry, while sport has delivered massive audiences and advertising revenues to the media. As such, the sport media relationship must be managed.

Sport and the Media: managing the sport-media nexus is a unique text which combines an analysis of the sport media industry with practical sport media management skills. The book is designed to equip students within sport management and related courses who need to understand the nature and scope of the sport media nexus, as well as develop the skills to manage the media promotion and coverage of sport organisations.

After using this book throughout the course of a semester of study a student will understand the:

* Historical development of sport and the media
* Current commercial and contextual relationships between the media and sport industries
* Ways in which audiences and advertisers drive the media coverage of sport
* Ways in which the media industry generally and the sport industry more specifically are structured to produce content/news/products
* Ways in which the media represents sport in order to sell it

Through an understanding of these issues, it is expected that the student will have the foundation knowledge that will enable he or she to implement successful sport media management. As such, after using this book throughout the course of a semester of study a student will have developed a range of skills and be able to:

* Plan for sport media coverage throughout the course of a season or year
* Use a range of promotional tools and strategies as appropriate to the requirement and context (such as e-release, media conference, etc.)
* Manage the media image of athletes within a sport organisation and be aware of the ways in which

Key Features

* The definitive undergraduate resource for understanding how to manage the commercially critical relationship between sport and the media * A user-friendly combination of theoretical concepts and practical applications completed by global case study material * Developed learning features specifically created for semester long courses accompanied with online resources for lecturers


Primary - Level 2 undergraduates studying sport management and all related courses e.g. sport & media etc; Secondary - reference text for practitioners or postgraduate students

Table of Contents

Each chapter will follow a consistent format, which will include: 1. Statement of learning objectives at the start of the chapter 2. A summary of the major themes and key issues at the end of the chapter 3. 2 international cases per chapter, for chapters 2-11 It is envisaged that online resources (including PowerPoint slides and review questions) will be provided as a supplement to instructors who prescribe the book. The book is divided into four sections: ‘Sport Media Evolutions’; ‘Sport Media Landscapes’; 'Sport Media Strategies' and ‘Sport Media Futures’. Section 1: Sport Media Evolutions 1. Sport and the Media: A Defining Relationship Section 2: Sport Media Landscapes 2. Global Players: The Sport and Media Industries 3. Putting Up Big Numbers: Broadcast Rights and Regulations 4. Making Sport Pay: Maximising Investments 5. Content is King: Sport Media Texts 6. Working the Beat: Sport Media Production Section 3: Sport Media Strategies 7. Sport Media Planning and Promotion: The Foundations of Coverage 8. Feeding the Media I: Media Communications 9. Feeding the Media II: Media Interactions 10. Cash Cows?: The Commodity of Sport Celebrity 11. Not All Publicity is Good: Managing Crises, Scandals and Reputations Section 4: Sport Media Futures 12. Sport Media Futures: A Brave New World?


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© 2007
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Electronic ISBN:

About the editor

Matthew Nicholson

Dr Matthew Nicholson is a Senior Lecturer in Sport Management in the School of Sport, Tourism and Hospitality Management at La Trobe University, Melbourne, Australia. His research and teaching interests focus on the contribution of sport to social capital, sport policy development and practice, the relationship between sport and the media, and the management of sport organisations. His most recent books include Sport and the Media: Managing the Nexus (2007) and Sport Management: Principles and Applications (2006) with Elsevier and Australian Sport: Better by Design? The Evolution of Australian Sport Policy (2004) with Routledge.

Affiliations and Expertise

Associate Professor in Sport Management, School of Human Movement and Sport Sciences, University of Ballarat, Australia