Players that are already in the professional leagues get paid no matter what. Since they are making a lot of money already, some players do not play with the same intensity the way they used to. Some ways owners try to encourage their players to play well and to improve the organization is by giving incentives which are often times part of the athletes' contracts. For example, if an athlete gets an X amount of points per game, an X amount of rebounds per game, an X amount of assists per game, or if he or she becomes Most valuable Player, Defensive Player of the year, or selected as an All Star, he or she can be given an X amount of money. With these perks in mind, players sometimes start to think of themselves and not the team which also leads to the creation of the "superstar mentality". The film, “Any Given Sunday” by Oliver Stone, portrays such occurrences in the sporting business. This is a story of a football team that was once considered a power house organization which became a struggling franchise because of ailing players due to injuries and uncertainties that the management is faced with. In one scene in the movie, LL Cool J also known as James Todd Smith, who played the role Julian Washington, a star running back, who complains to his coach played by Al Pacino that he is not touching and caring the ball enough. The hot shot player explains that if he does not touch the ball enough, he does not get his big time numbers, and if he does not get his big time numbers, he is not happy, and if he is not happy he will not produce. In other words, there is no I in team or should I say, team in I? A real life example of this is NFL Minnesota Viking all-pro wide receiver, Randy Moss. He is known to rant and bicker at coach Mike Tice by complaining that he is not touching the ball enough in game time situations which results to his numbers going down. Because of this ,Moss, a superstar with a big ego, practices only when he wants to. Through this display of poor attitude and weak work ethic, his team suffers one of the worst records in the league.

ythical sports icons through this un-daunting publicity. While it is apparent that sports in media have encouraged several positive results, it is not to say that it does not have its negative effects. The commercialism that has been brought by the extensive publicity has under minded some of the competitive spirit of some athletes. Profits and payoffs are hard incentives to ignore for an athlete since it is greed that rules this harsh business like world.

One evidence of the growth in sports would be the application of sports content in different media vehicles. We find new forms of media like the internet, videogames, clothing, and music which all promote sports content. A perfect illustration of this is the ESPN commercial in which Nelly’s, “Air Force One ” music video plays and at the end of the commercial bold letters pop out saying, “Without sports their wouldn‘t be anything to wear .” In this particular example, we can see that the artist is rapping about sport shoes. This commercial utilizes many different forms of media form such as music, video, and clothing line infused into one package which makes it a very effective way to sell the idea to consumers that, "without sports their wouldn‘t be anything to wear”. A

Some topics in this essay:
Barry Bonds, NBA/NFL/NHL/F1/World Cup/, Kwame Brown, Jerry Maguire, Adidas Reebok, Mike Tice, Advertising-What Know”, Mark Kerr, Jovi Charlotte, Coat Drive”, sports media, media brought, sports content, media brought sports, brought sports, community program, pain killers, professional leagues, sports icons, forms media, help communities,