Sport Inc.: Why money is the winner in the business of sport

Behind every victory lap, every goal celebration, every triumph against the odds and every dropped relay baton is a story of money. Tears of joy or despair could be as much about the financial win or loss as the result itself. In sport, money is now everything.

Ed Warner, former chair of UK Athletics and City financier, lifts the lid on the behind the scenes finances that drive sport. From the athlete searching for sponsorship on eBay to the drinks brand manager whose decision could make or break an entire sport, from the sprinter considering doping to the football agent with massive clubs in his pocket, Sport Inc. reveals who gets rich and who gets left on the bench.

With case studies including from NFL expansion worldwide, the increasing globalisation of football as UK clubs are bought by US, Chinese and Middle Eastern owners, and the real cost of hosting events like the World Cup and the Olympics, the financial realities of our obsession with sport are exposed.

As spectators our choices make us key players in this game of riches – it’s time to find out who’s winning and who’s losing.