... large corporations to market themselves: it is a very effective way of associating their brand or identity with the values represented by a particular sport. As professional sport becomes increasingly driven by money (players demanding high wages, equipment needing to be the latest technological advance) then sponsors seem to be the only way to provide the cash necessary to keep the sport running ... TV viewers demand. This presents issues for media coverage of sports, because, inevitably, covering the sport means covering the sponsor. It is almost impossible to watch any major sporting...

• Word Count: 208
• Approx Pages: 1
• Has Bibliography
• Grade Level: Graduate