Increased media coverage will lead to increased funding towards women’s sport  Increased media coverage will lead to more money going into women’s sport. This will happen for several reasons.  In the short-term, increased media coverage means more money from advertising and sponsorship, both through the media and directly sponsoring sporting events, clubs and athletes. Increased media involvement also generates revenue for sports in the form of TV and radio licenses (i.e. broadcasting rights). Importantly, as women’s sport increases in popularity, so will the competitiveness to secure sponsorship deals and TV rights in those sports. [2] This will further push up the amount of funding going into women’s sport.  The Government invests in social projects it deems to be worthwhile. As we have seen, the media has a huge influence in forming public opinion as to what constitutes a worthwhile activity. Thus, increased media coverage will create more demand for increased government funding in women’s sport. This phenomenon was observed in the Government funding that went towards the British Olympic team. The increased popularity in the Olympics led to huge increases in funding for the Beijing and London Olympics. [1]  Increased Government funding is desirable because it leads to better facilities and coaching, increased public awareness, increased participation and, ultimately, in improved results on the sporting field (as was seen in both Beijing and London for team GB).  [1] UK Government, London 2012 Funding, accessed 7/9/2012.  [2] Cavanaugh, Maureen and Crook, Hank: “Why Women’s Sports Struggle to Gain Popularity”, These Days Archive, KPBS, July 27, 2009.