ABSTRACT
To understand the dramatic changes in the relationship between sport and media, it is perhaps easiest to consider three phases. Initially, the media was used to advertise teams through stories about games and players as well as the publication of statistics. Next, with the expansive consumption of radios and then televisions, teams could have more income from fans who were not buying tickets while also having more paying fans in the stands. An offshoot from this third phase, is the rise of merged distribution systems and advanced media that rely on the internet to deliver games to millions of fans across the globe in real time. As people's interest grew, a demand emerged for game and player statistics, as well as insights into team management. The media was a vehicle for teams to publicize or advertise their sport and the entertainment value provided to fans. There was a mutually beneficial link between teams and the media.
