Based on seven different sports broadcasting markets (Australia, Brazil, Italy, India, South Africa, United Kingdom and the United States), this article provides a comparative analysis of the regulation of television sports broadcasting. The article examines how contrasting perspectives on television and sport – economic and sociocultural – have been reflected in two main approaches to the regulation of sports broadcasting, namely competition law and major events legislation. The results of this analysis suggest that in many cases, the balance between commerce and culture in sports broadcasting has shifted too far in favour of the commercial interests of dominant pay-TV operators and sports organisations. Here, the case is made for the pursuit of an approach to sports broadcasting regulation that seeks to balance the commercial priorities of broadcasters and sports organisations with the wider sociocultural benefits citizens gain from free-to-air sports broadcasting.
