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Sport, Media And Sponsor: The Shifting Balance Of Power In The Sports Network, Rosita Wolfe, Tony Meenaghan, Paul O'Sullivan
Sport, Media And Sponsor: The Shifting Balance Of Power In The Sports Network, Rosita Wolfe, Tony Meenaghan, Paul O'Sullivan
Articles
As sport has become an important social and economic activity it is increasingly the subject of management analysis. This article adopts a network perspective to examine developments in the sports network. In particular, it examines relationships between network "actors" such as corporate sponsors, media and the owners of sport and analyses the changing balance of power in the sports network. Key media drivers of change in the network such as cable and satellite television, pay-per-view and digital technology are examined while the influence of sponsors and the issue of ambush marketing also influence the location of power in the sports …