Contemporary Issue In Sports Business - Assignment

Running head: CONTEMPORARY ISSUES IN SPORTS BUSINESS
CONTEMPORARY ISSUES IN SPORTS BUSINESS
Name of the Student
Name of the University
Author Note

1
CONTEMPORARY ISSUES IN SPORTS BUSINESSBackground
Gender equality in sports has gained real momentum in recent days. There have been a
number of changes in terms of disabled athletes, sexual orientation discrimination and race
(Turpeinen &Hakamäki, 2018). Women are highly appreciated in the field of sports now. This
discussion provides a snapshot of whether women should get an equitable amount of media
coverage or not in relation to men's sport.
Media is a very important form of communication (Caple, 2017). Whether or not people
are involved in sports, they are aware of them because of media. From newsletter to global
television coverage, media is the most powerful medium and has a number of influences. It helps
in changing the perception of people. The inspiring pictures of Paralympic games change our
perception of disabled people.
Assessment
Media plays an important role in conveying messages and revealing truths and issues.
Men's sports have always been widely marketed and highlighted by media, unlike women's
sports. Statistics tells that 40% of sports participants are women, yet women’s sport receive only
4% of media coverage (UNESCO, 2020). According to the Women’s Sports Foundation reports
there are zero stories on women’s basket ball as compared to 60 stories on men’s. Equal
importance should also be given to the women who play such a diversified role. They act as a
mother in a family and a flexible worthy player of the country at the same time, without
sacrificing any responsibilities (Jang, 2017).
Countries like England and Australia are already having fully functional women's leagues
that are covered by media. The Football Association Women’s Super League is one such