Western Europe increasingly is regarded as a necessary market for the product of the U.S.
television and sports industries. At the same time, the European sports television market
is itself in the process of both expansion and economic consolidation. This paper analyzes
the recent strategies implemented in both the U.S. and European sports marketplaces in
order to explain the changes, successes, and failures; and to discuss the opportunities and
limits of the internationalization of sports television.
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