This is a study of the international phenomenon of television
sports coverage. The author considers the historical development of
sport on television, the growth of sponsorship and the way that
television and sponsorship have re-shaped sport in the context of
the enterprise culture. Drawing on archival research, the book
charts the development of the BBC Outside Broadcast department, and
the growing battle for dominance between BBC and ITV, showing how
sponsorship and the rising power of sports agents began to
transform sport in the 1960s, not only in the UK but across the
world. The author also examines the implications of this vast and
escalating global network during the 1980s by analyzing the central
role that stars and narratives began to play in television sport,
presenting case studies of challenges such as Coe versus Ovett and
Decker versus Budd. His study also takes into account one of the
more indirect, but no less significant results of international
televised sport - the rise of popular fitness chic and the American
monopoly of the workout boom of the 1980s.
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