The escalation in the price of broadcasting rights for sport is the single largest factor affecting the global sport business.
Therefore, the demand of sponsor and mass media has been changed due to the globalisation of the sport market. Both of them need bring some direct and indirect efforts to all audience. The sponsors want to show their brand on advertising and compete against other companies in the global market.( Cooke, 1994) The motive of the broadcast companies is sell advertising slots at hugely increase prices in the globalisation market during the matches.
British sporting bodies, having previously jealously guarded their non-governmental status, lobbied the government for a ministry of sport to spearhead a drive for British international sporting success. In the event, the governments sports strategy, published as A Sporting Future For All in April 2000, failed to go this far, even if there were references to a new deal between government and sports governing bodies, the need to enhance the prospects for more success for our top competitors and teams in international competition and the urgent need to learn the lessons of our competitor nations: Government cannot and should not dictate.
Moreover, the episode, viewed in conjunction with the fiasco regarding the rebuilding of Wembley as a national football stadium, was adjudged to have seriously damaged British prospects of bidding successfully for the 2012 Olympics or the 2014 World Cup. The Blair government appeared guilty of reneging on both election manifesto and ministerial promises as well as of displaying a distinct lack of feel for the politics of international sport. Certainly, the apparent gap between government rhetoric and events suggested a distinct lack of joined up government, both within government as well as between it and sporting bodies. (Trenberth, 2003) As one editorial observed, unless the Government matches its rhetoric with