This chapter focuses on mobile communication and sports content and examines what the experiences of the interplay between sport and new media tell about the emerging and developing relationship between sports content and mobile telephony. It also focuses specifically on mobile communication and sports content and examines what lessons audience can learn from the relationship that has evolved between sports and various new media platforms. Rumors abound in the industry that Granada Media are trying to extricate themselves from their deals with Arsenal and Liverpool football clubs. The development of secondary and tertiary markets for sporting content on UMTS and broadband networks across Europe, although uneven, has frequently been characterized by concerns and questions related to market dominance, bargaining power, bundling or conditional selling, and other issues related to competition. The absence of the public sector from the sports new media debate has been striking.