"13RUNNING HEAD Sports vs. the Mediaa limited number of live spectators can be accommodated. However, the limiting factorsdo not hinder the fans and sports lovers to access the details about the games due to thevibrant media platforms that provide the much-needed news about them (Raney &Bryant, 2009). Some games played a long time ago can also be retrieved from theInternet and accessed by the current generation due to the advancement in the technologyused by the media and the Internet. As such, the media is an important tool in sports sinceit serves as an avenue for the sports fans to learn more about their favorite sports.For the social media, many sports lovers share their views on platforms likeTwitter (Sanderson, 2011). It has become a tradition that before, during, and after a gameattracts massive discussions on Twitter thereby sensitizing the individuals who neverwatched the game. The sporting events either the past or the future is fully analyzed bothon the social media and the mass media platforms thereby enhancing the level ofunderstanding about the games. The demographic factors of the sports fans are alsoinfluential as discussed in various research works hence necessary to focus on specificmedia platforms and their impact on sports. YouTube, Facebook, and Twitter have had alarge following due to the discussion of the sporting events into details with YouTubeoffering a viewing platform (Clavio, 2011). A close examination of the different mediaplatforms reveals that the sports lovers have increased access to updates on the gamesthat are not even present during their viewership period. Less income As highlighted in the text, the failure of having media involvement in sportsresults to reduced income to the sports clubs. At present, sports coverage is a lucrative 14RUNNING HEAD Sports vs. the Mediaand money making source for the media from providing the sports reports to the onlinesporting events. Moreover, the sports clubs benefit from the media payment to acquirethe coverage rights of the games. There would be reduced revenues if sports clubs do notengage with the media since many of the endorsements and sponsorships arise from themedia coverage of the games. There are also many companies that advertise theirproducts during a live match and have to pay certain loyalties to the sports clubs as wellas to the media. The relationship is beneficial to all the parties, hence necessary to befully developed. Conclusion Sports and the media have developed to become interconnected aspects having aglobal and a regional scope of operation. They have a network of complex relationshipwhich is important to understand to learn of their impacts to one another. The majormedia companies pay to access the coverage of the sporting activities that in turngenerates revenues for the teams. On the other hand, the media benefits from increasedaudience and revenues from advertisers. The media has demonstrated the ability toinfluence the development of sports since many have huge followings due to the easyaccess to information. As such, none of the two global aspects can survive without theother. Further research should focus on assessing the specific impact that each mediaplatform has on sports whether negative or positive. 15RUNNING HEAD Sports vs. the MediaWork CitedBehan, T. “The Impact of Social Media on Sports,” 2015; Retrieved fromhttps://sites.psu.edu/timbehan/2015/11/07/the-impact-of-social-media-on-sports/G., Clavio. “Social Media and the College Football Audience” Journal of Issues inIntercollegiate Athletics, 2011; 4, 309-325, retrieved from http://www.csri- jiia.org/documents/publications/research_articles/2011/JIIA_2011_4_17_309_325 _SMCFA.pdfRaney, A. A., & Bryant, J. (Eds.) “Handbook of sports and media,” 2009; RoutledgeSaini, D. “Effects of Media on Sports” International Journal of Applied Research, 2015;1(4): 320-323, retrieved fromhttp://www.allresearchjournal.com/archives/2015/vol1issue4/PartF/104.1.pdfSanderson, J. “It's a whole new ballgame” How social media is changing sports, 2011;Hampton Press "