阅读理解
The next decade will witness the most important changes in the way we consume sport since the appearance of mass audience television in the 1950's. The development of media channels such as satellite and cable television, the internet and mobile telephones has broken the traditional free television model in every advanced economy. Well managed sports will remain valuable content and many will continue to grow. Forward thinking governing bodies will grasp the opportunity by repackaging their sports to adapt to the new broadcast landscape. Others will not.
Brand marketers have seen the effectiveness of the traditional TV sport advertising fall over the last twenty years as audiences for free to air television fall year by year. The growth of sponsorship（赞助）as a marketing tool is one result. However, sport must compete for the sponsor dollar with other forms of content such as music, the arts and culture and cause-related marketing, each of which offers a powerful choice.
