In relation to sports marketing, media organizations have emerged as assuming a critical role. The media is active in the marketing of sports, as they provide the various communication vehicles through which sports games are seen, read about, and heard (Thorne, Wright & Jones, 2001). Media companies traditionally have included television, newspaper, and radio (Thorne et al., 2001). According to Thorne et al., media rights, especially through television, have...
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