Playing for Keeps: Is Sport's Endgame a Slice of the Action?

Who owns sport? That's the big question for the digital age as sport's governing bodies, teams, venue owners, the media and others jostle for a slice of the financial action. The recently signed media rights deal for the Australian Football League (AFL) – A$1.25 billion over five years – shows there's plenty at stake. In addition to traditional outlets, multiple possibilities for viewing pleasure are now presented by the Internet and mobile media, but the definition of fair use is fuzzy at best. And, it seems the day when news organisations may have to pay to report on major sporting events is not far away.