Sport has become a business and sports/sports performers are seen as commodities which can be bought and sold. There is a vast amount of money that can be made through viewing rights sales, matches, comps, events and even the athlete themselves.

A revenue for media outlets - locally, nationally and globally is create by sports

the media promotes the commercialisation of sport by providing publicity and spectator interest among large numbers of people.

Radio started it all but now the internet, social media and tv create sport availability for everyone. This almost 24/7 coverage has globalised sport.

Educate - ' to give intellectual, moral and social instructions to someone'

• 5x60 schemes within schools
• athlete usually do some form of healthy eating promotion

Entertain - ' to provide (someone) with amusement or enjoyment'

• matches broadcasted nationally
• events are gone to be spectated
• commentating broadcasted via radio stations
• shown in bars and pubs to be watched

Advertise - 'describe or draw attention to (a product, service or event) in a public medium in order to promote sales or attendance'

Demonstrates the mutually dependent relationship between sport, media and sponsorship

sport <-> sponsorship

• increases popularity and stability of sport
• sport is a relatively inexpensive form of advertising
• money from sponsorship can help improve spectator provision

Sponsorship <-> media

• when covered by media sponsorship ultimately increases

• Over recent years a very strong relationship has formed through this triangle
• the triangle reflects capitalism or free enterprise making profit or money
• more media coverage = more sponsorship
  improved facilities for players and spectators

Disadvantages:

• deviance or loss of integrity for sport
• certain sports dominate so the lower level or minority group sports get little or no media attention = no sponsorship
• exploitation or too much fame