Understanding media's leverage in the national elite sport ecosystems

Media's role in elite sport has grown exponentially from the second part of the 20th to the first part of the 21st century. It encompasses many aspects such as visibility, revenue generation, fan engagement, athlete branding, event promotion, policy decisions, international benchmarking, national pride, and cultural influence. A strong and symbiotic relationship between elite sports and the media is essential for sustained success and growth in the modern sports industry. The objective of this paper is to highlight the leverage that media has in a country's national elite sport ecosystem. This evaluation will consist of two frameworks of analysis, one that explains media's structural role in nations' success in international competitions, and another which explains its capacity to elevate sport into an instrument of power in international relations. This research identifies the unique position that media has in a country's national elite sport ecosystem and is recommended for theoretical advancement and practical application.