Media ownership has a direct impact on how sports are represented in the media and which sports are featured. In the era of traditional media, a limited number of television channels and radio stations ensured the preference for popular sports, while the economic interests of media owners were a determining factor in these preferences. The relationship between sports and the media has developed in a reciprocal interaction; While the media enabled sports to reach large masses, sports also contributed to the economic gain of the media by increasing the viewing rates.

With the developments in communication technologies in recent years, the media has played an important role in sports organizations becoming a global phenomenon. Through digital platforms, live broadcasts and social media, it has become easier for sports to reach large masses, and this process has accelerated the commercialization of sports. Media ownership has allowed sports to gain value as a commercial, economic and cultural power; At the same time, it has determined which sports will be more visible and which sports perceptions will be shaped in society.

In this context, the impact of media ownership on sports profoundly affects not only the content of sports broadcasts, but also how the sports culture of societies is shaped.