Media Ownership of Pro Sports Teams: Who are the Winners and Losers?

Abstract

This paper analyses the media ownership of professional sports teams. The theory of vertical integration is used to identify internal efficiency gains, lower uncertainty and increased market power as general explanations. The industryspecific reasons are examined, particularly the importance of securing access to broadcasting rights. The potential implications for teams, leagues and fans are discussed. It is suggested that media ownership of teams may undermine the sporting and financial viability of leagues thus necessitating intervention by sports administrators and government regulators.

Citation

Gerrard, B. (2000), "Media Ownership of Pro Sports Teams: Who are the Winners and Losers?", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 3, pp. 20-39. https://doi.org/10.1108/IJSMS-02-03-2000-B004