ABSTRACT
Over the last two decades, perhaps the most striking development in the sport industry has been the rapid evolution of the broadcast demand for sport. The demand for sports broadcasting can be expressed in two ways. First, for media companies this refers to the ever-increasing competition for, and willingness to transmit, sport-related programming, primarily through the coverage of live sport. In return for such coverage broadcasters are required to pay the requisite fees to the owners of the broadcast rights. Second, for the ordinary sports fan the demand for sports broadcasting is essentially the demand to watch live broadcasts of sport.
