Sport stories and sports coverage are transforming the media. Live sports events are central to the success of TV services based on subscription and pay-per-view. The antics of sports stars provide a rich source of "human interest" for the global news and entertainment industry. Sport is big money and the media industries, including Internet-based providers are capitalizing on the potential. This is a discussion of the impact of the media on sport as well as the impact of sport on the media. Drawing on research into world media events such as the Olympic Games and the World Cup, Rod Brookes shows how the study of the media and sport raises complex issues of identity, culture and politics which ultimately have implications for society as a whole.