For 9.81 seconds this summer, the world stood still and watched Usain Bolt run to a historic third Olympic gold. It is easy in that moment to only see the glory and the glamour of sport. However, to get an athlete to that moment requires grassroots programmes throughout the world, programmes which are funded from the commercial exploitation of major sports competitions. [1]

Given sport’s special status in society, it is though little surprise that the commercial exploitation of sport comes under intense scrutiny from the European Commission and EU politicians anxious to guarantee to EU citizens access to coverage of sports events. In developing such policies, it is important to recall that the revenues generated from these events are crucial not only to fostering the next generation of sportspersons but also to the sustainable development of sport in...

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