Abstract
The purpose of this study was to review the current situation and prospect of sports broadcast rights. This paper also explored the characters of sports special events as corporation`s promotion. The suggestion is made that an effective broadcast rights negotiation and industry have contributed to the issue. The background and current situation are analysed and future recommendations made. The paper attempt to discuss factors contributing to the circumstances and endeavor to imply possible solutions. The research based on literature review and official data offered by several organization. The sports industry and the broadcasting business are closely allied in a symbiotic relationship. While sport organization rely on broadcasters for revenue and publicity, the electronic media know that sporting events are a sure-fire means of attracting the audiences that advertisers will pay to reach. The future recommendations of sports broadcasting were as follows. First of all, the most important thing in sports broadcasting is to set up the rules related to intellectual property. Secondly, activating an internet broadcasting through World Wide-Web. Thirdly, an effective exposure by broadcasting for sponsor company. Finally, The sports industry and the broadcasting business should be closely allied in a symbiotic relationship. Sport marketer must be able to honestly assess the comparative value of their games or events in the eyes of broadcasters and advertisers. While broadcast rights fees can provide an important revenue stream for sports organizations, sport managers must also keep the idea of total return in mind.
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