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Media Strategies in the Sports Media Sector

In: Managing Sports Teams

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  • Christoph Bertling

    (German Sport University Cologne)

Abstract

What happens behind the scenes of the sports media world and what connections exist here, usually remain hidden. With the help of the theoretical approach of the new institutional economics, the backstage of the sports media complex is analysed, taking into account various theoretical perspectives such as principal–agent theory, transaction cost theory, property rights theory and public choice theory. Finally, based on the results of the analysis, the implications for sports, media and economy are provided.

Suggested Citation

  • Christoph Bertling, 2021. "Media Strategies in the Sports Media Sector," Management for Professionals, in: Stefan Walzel & Verena Römisch (ed.), Managing Sports Teams, pages 323-340, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-56495-7_16
    DOI: 10.1007/978-3-030-56495-7_16
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