This text is about the conjunction of two of the most powerful cultural forces of our times - sport and media. It examines the ways in which media sport has insinuated itself into contemporary everyday life, and how sport and media have made themselves mutually indispensable as well as, for whole societies of people, unavoidable. The book is divided into two parts. The first looks at the rise of the sports media and the ways in which broadcast and print sports texts are produced. The second examines different media forms - television, still photography, news reporting, film, live commentary, creative sports writing and new media sports technologies.