Abstract

Media is the collective communication outlets or tools that are used to store and deliver information or data. It is either associated with communication media or the specialized mass media communication businesses such as: print media and the press, photography, advertising, cinema, broadcasting(radio and television) and publishing. Sports and the mass m edia enjoy a very symbiotic relationship in Indian society. The “very symbiotic relationship” between the media and sports has profoundly affected both participants. And the advertising industry forms an important part of the relationship. Both sports and mass media keep trying to reach people as spectators, fans, and consumers; both actively affect the audience as well as the advertising market (including the sponsors).