The book is about the media’s role and responsibility in selecting what becomes news when covering sport. The sport-media relationship is a long-standing and symbiotic one. Sport delivers key audiences while media coverage fosters sport’s popularity and development. The range of sport-related topics that become news has expanded significantly in recent decades. However, it does not reflect the full extent of the sporting phenomenon. The leading clubs, leagues and athletes receive regular attention, and there is nothing surprising or reprehensible in this, but sport is more than that. Sport has considerable power in society through its ties to economy, politics and culture. It creates role models that influence identity development. It is also used to convey negative values such as racism or violence, which further demonstrates its pervasiveness in society. Drawing on her hands-on experience in the field of sports journalism, both as an academic and as a practitioner, the author offers a first-of-its-kind research tool (matrix) to explore and promote social analysis in the media coverage of sport.