ABSTRACT
This chapter identifies sports events as an important part of the entertainment industry and a powerful force in modern society. It demonstrates how sport connects people regardless of their age or gender across all social and cultural divides. It explains that live sports events attract huge audiences in the media, which, in turn, generate billions of dollars in advertising, sponsorship, and rights revenue every year. The chapter lays out the challenges now faced by the live sports media following the disruptions caused by the COVID-19 pandemic, the migration of viewers away from traditional broadcasters to streaming services, and a reduction in youth sports participation.
