ABSTRACT
This chapter focuses on the sports industry and its relationship with media industries. The first part of the chapter highlights a number of issues around the engagement of the sports industry with the emerging digital media environment and the opportunities and challenges that digital platforms offer media managers. This section also offers a case study regarding the British Broadcasting Corporation’s (BBC) digital sports strategy with regard to Olympic coverage. The second part of the chapter focuses on issues for media managers relating to the developing relationship between digital media, journalism and public relations. Specifically we focus on the theme of reputation management for sports stars and offer case studies around two high-profile cases that emerged in 2010 involving golfer Tiger Woods and England and Chelsea footballer John Terry.
