ABSTRACT
This chapter explores the sport media, a segment of the sport industry that has significantly embraced innovation in information technology. The sport media is defined by its ability to produce and distribute sport information through a variety of platforms including live game television and radio broadcasts, live game blogs, pay per view, podcasting, satellite radio, print media, and a wide variety of social media outlets such as Facebook, Twitter, and YouTube. Information technology (IT) has significantly shaped the growth of sport media in the last decade in terms of content, speed of information delivery, international audience reach, information access, and information delivery. The chapter considers how emerging information technology is applied in different functional areas of a sport business and how IT plays a critical role in enhancing individual and organizational performance. It also considers the challenges that must be met by sport managers if the full potential of IT is to be realized.
