The 16th issue of Sportcal.com’s quarterly Sports Market Review examines the activities of agencies, broadcasters and sponsors in the challenging economic climate. As sports agencies seek to diversify to generate new revenues, we feature their growing involvement in mass participation events, which are said to offer significant commercial potential despite the worldwide economic downturn.

Elsewhere, we consider the effect that the credit crunch has had on sports sponsorship, particularly in the financial services sector, and where companies are going in order to get value from deals.

With the world athletics championships in Berlin, one of the biggest sporting events of the year, fast approaching, there is analysis on the future of the relationship between the IAAF, the sport’s international governing body, and the European Broadcasting Union.

Meanwhile, Peter Hutton, the chief operating officer of Ten Sports, one of Asia’s leading sports broadcasters, tells us how the acquisition of long-term rights is helping the company to consolidate and develop its business.

As always, each chapter includes tables of valuable sports market data, plus a News in Brief section.

The Review is available for our subscribers to download in a PDF format. Hard copies can either be purchased individually or are included free of charge with an annual subscription to Sportcal.com’s ‘Sports Market’ service.