ABSTRACT
At the end of this chapter you should be able to: ■ Provide a brief context to the changes that have taken place in the sports industry
and its link with the media; ■ Identify some of the key areas that media managers need to be conscious of when
examining the sports industry’s relationship with the media; ■ Understand the growing importance of ‘reputation management’ within the sport
industry; ■ Identify the opportunities and challenges offered by digital media platforms within
sport; ■ Appreciate the potential conflicts of interest between the fields of sports journal-
ism and public relations (PR); ■ Understand the growing importance of PR for sports stakeholders given the
growth of financial and political stakeholders in the field, with a particular emphasis on association football.
