In many ways, both today’s sports and the media are classic outcomes and indeed icons of the far- reaching social economic and technological change that characterized the twentieth century. Each has developed extensively and rapidly as a major global industry. Each plays a significant part in structuring and informing people’s lives. Each has a global as well as more local scope of operation and has the structures and practices to reflect this, importantly, they are two industries tied together in complex networks of relationship.
Their respective histories of development have been increased and influenced by the dynamics of this partnership which is all too apparent. The wellbeing of particular sports or indeed, sport as whole has become linked to generate directly or indirectly from the media. The ways in which sport fills newspaper and magazine pages bears testimony to the influence it has on the structure and extent of media activity.
The mass media entered the twentieth century with the emphasis on the printed word, today in the early years of the twenty first century, there are new developments like the internet which have further extended media output but more recently, there has been a growth in specialist media sports products. The exposure to and consumption of media products including those concerned with sport, have increased dramatically. A center report has gone as far as to suggest that people in the UK spend nine hours a day consuming media in its various forms with reading newspaper occupying the equivalent of a day a week (financial mail on Sunday, 31 Jan, 1991).
Print media has indeed become a principal leisure activity and source of information. Through it we gather our knowledge not only of our immediate world but also of the complex global village in which we now live, it acts as a key socialization agents and its integral to framing determing and influencing our picture of reality. Our experience of sport has become increasing constructed and ordered through newspaper output. It is however noted that, the most important change that has taken place in the sport industry is the significant role the media is playing in the development of sports all over the world. It has also increase revenue generation which has enriched the various sports stakeholders. The mediahas been playing a catalysis role for the identification and promotion of knowledge, information and understanding in a nation.
The media is regarded as the means of communication through which a large number of people could be reached. This includes newspaper, magazines, handbills posters, television, radio, films, computer and internet. The print medias sharpens and re-orders the perception of the readers and viewers in a particular event or happening in the society and contributes to a reservoir of knowledge of the post and current events pointed out that competitive sports world only survive and develop with the cooperation of the media. It is for this reason that sports must enjoy good relationship with the press, radio and television. The relationship should be effective, continuous, personal and open.