Sport is broadcast at a time that will capture the largest audience possible. The more viewing a network has the more money they make. The ability to view different sports in different time zones has meant that sports viewing has been able to reach the most remote locations. The Olympics is an international event that is broadcast all over the world to reach as many people as it can.

Media and broadcasting networks bid every year for the rights to showcase a particular event. These major events include the Australian Open, Spring Racing Carnival, Test Cricket and the Olympics. Sponsors are attracted to sports with large media exposure and will pay large amounts of money to have the exposure at the right time. Friday night football has been a major advantage to Rugby League and its associated sponsors.

Uniform changes have added to the entertainment value of sports. Beach volleyball is an example of this as men can still wear singlets and shorts but women are required a bra like top and briefs with a restricted waistband side of no more than 7cm. The idea of the sport being “more sexy” has meant that it will attract a larger audience and in turn led to greater sponsorship for female athletes.