ABSTRACT
Sports marketers use media both to develop fans and generate revenue. Revenue from media rights continues to increase rapidly for sports organizations across the globe. Sports media strategies for sports properties includes revenue sharing and property-owned media. In this chapter, I discuss how sports properties balance revenue needs with using media to develop new fans. Sports content continues to provide increasing value to media networks as a means to build brands and promote other programming. On a broader scale, sports content helps pay-television providers maintain subscribers who might otherwise “cut the cord.”
