It is postulated that the constantly changing needs of the fans, teams, marketing professionals and leagues will result in an increased formation of alliances with the media forced to operate, viewers have unprecedented access to numerous sports related distribution channels. This will be characterized by the need for adoption of sophisticated technology to reinvent the sports media. The technology will transform the landscape of the sports media. Most teams, stars, and leagues will develop and control their own companies (media) in the future as compared to the present where leagues such as the premier league dominated the channels of distributing sport related information. In addition, it is also predicted that sports leagues will develop technological innovations that will promote direct communication with their fans. This will entail the development of pipelines that aim at delivering direct content to their fans, hence, competitiveness and enhanced productivity (Westerbeek, 2004).

Another trend expected to characterize the sports media in the future is a change in the sports media relationship evidenced by the ever-increasing amount of fan driven information on the internet. For example, internet sites such as the Deadspin.com provide sports fans with forums for discussing sport related information and controversies. This stimulates their interests towards sports thereby, influencing the sports media. Therefore, projected statistics show that this trend is expected to increase in the future, providing the fans with a wide knowledge base building solidarity among the fans of the sport (Schultz & Sheffer, 2011).

Evidently, the sports media properties will become media owned companies in the future. The need for direct interaction with the consumers without the elimination of the traditional media of reaching them will drive this urge. For instance, most valuable media organizations that regulate relaying of information related to the sport will strive to introduce competitive promotional lead-ins to increase their dominance and competitiveness in the global market. However, this will increase the risks of monopoly among the media organizations providing sport related information to the consumers. Factors such as financial implications and the need for purchasing equipment and adhering to stated policies will result to unequal access to and utilization of the sports media information. Other changes predicted to influence the shape of the future sports media includes changes in the methods of broadcasting sports by different leagues, and increasing global awareness on the importance of the sports media to the society. However, it is appreciable that factors such as social, political, economic, and technology factors will affect the rates at which the above changes occur to shape the future of the sports media (Billings, 2009).

Summary of the references

Schultz, B., & Sheffer, M. Lou. (2011). Factors Influencing Sports Consumption in the Era of New Media. Web Journal of Mass Communication Research, 37 (2), 1. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=ufh&an=70879342&site=ehost-live&scope=site

The authors of this article assessed the different factors that influence the consumption of sports in the current environment that is dominated by the media. The study found that the social media influences the utilization of sports information as compared to other media of consuming or accessing sport related information. The study also found that women and the older population consume little information related to the sport.

Ryba, T.V. (2005). Sport Psychology as Cultural Praxis:...

Athletic Insight, 7 (4), 14 -- 22.
The author of this article analyzes the impact of psychology on the global sports media. The study reveals that little has been done globally to incorporate psychology into sports media. The author recognizes that psychology plays a role in promoting collaboration, introduction of supportive services such as counselling and incorporating research into practice. This will influence the shaping of the future of the sports media by bridging the gap between clinical and educational knowledge of sports psychology. The article is important as it provides future changes expected in the sports media.

Wolfe, R., Meenaghan, T., & O'Sullivan, P. (2002). The sports network: Insights into the shifting balance of power. Journal of Business Research, 55, 611 -- 622.

The authors of this article try to assess the future shape of the sports media by adopting a network view of examining the development and future growth of the sports media industry. In specific, the authors focus on the relationship existing between network actors such as the corporate sponsors of sports and the media and analyze the changing behavior to provide insights into the future of the sports media.

Westerbeek, H. (2004). The Sport Business Future. Basingstoke: Palgrave Macmillan.

The author of this book seeks to assess the future of the sports media by employing an analysis of the effect of external factors on the sports media. The author analyzes the impact of external factors such as technology, politics, social, and economic factors that influence the shape of the future sports media.

Billings, a.C. (2009). Communicating about sports media: Culture collide. Lexington, Ky:

Aresta

The author of this book analyzes the cultural changes associated with the predicted changes in the future sports media. The analysis shows that factors such as nationalism, access to and utilization of sports media influence the future shape of the sports media.

Conclusion

Conclusively, the sports media will experience significant changes in the future. These changes are expected to bring both positive and negative impacts to the sports societies around the world. The analysis has shown that it will bring an increase in the growth of some sport sectors while marginalizing the traditional sports. However, the changes will bring effects that are more positive for the global society as compared to the negative effects. Therefore, as the global society anticipates these changes, it is recommendable that strategies aiming at reducing the impacts to be adopted.