The media plays a large role in modern sports. It illuminates sporting events and athletes, making many into celebrities and role models. Sponsorship is also a major part of sports, with clubs and competitions having commercial backers. While the media increases exposure and revenue, it also brings risks like loss of privacy and manipulation of sports to benefit media coverage. Overall the media has positive impacts like growing fanbases and participation, but also negative impacts like declining attendance and uneven coverage across sports.