ABSTRACT
The relationship between sport, media and technology is fluid and uneven, as new sports broadcasting deals continue to provide vast sources of revenue for some countries to project sports products around the world. In some cases, the advent of a new information age and a technology revolution has helped low-income countries. The role of sporting celebrity in promoting and facilitating messages and resources of hope for and by different parts of the world may have a part to play in a new reconstructed civil society. The Internet certainly provides the promise, not just of increased gambling opportunities, but also of the development of numerous social forums and discussion groups about sporting issues and problems. The media themselves face significant challenges. Some of the immediate challenges for sport and the media include those of transparency, knowledge, innovation, regulation, accountability, ownership, citizenship, access and the use of power.
