ABSTRACT
The last three chapters have emphasised the importance of broadcasting to sport sponsorship, major sports events, and professional team sports. All major sponsorship deals, for events or for teams, will depend on the guarantee of widespread television coverage of the event or the team. The teams and events with the largest television audiences will attract the most sponsors at the highest prices. We have already given the examples of the Olympics, the soccer World Cup, and the Super Bowl in the United States. The analysis in the last three chapters has looked at the sales of broadcasting rights as an increasingly important part of the economics of sport sponsorship, major sports events, and professional team sports.
