Equalising media coverage will cause a drop in funding for sport in general  The proposition have acknowledged that media coverage is a crucial source of revenue for sport in the form of sponsorship deals and TV rights. However, forcing media companies to provide equal coverage of men’s and women’s sport, inevitably leads to a thoroughly imperfect and inefficient market within the sports media industry. Sponsors and advertisers would not be as inclined to spend money on media coverage since they would deem that their advertising would reach fewer people and so have less of an impact. Moreover, sports newspapers and magazines are likely to suffer since the vast majority of readers are men interested in men’s sports.  The consequences of an impaired sports media industry would have negative effects on both women’s and men’s sport because they will receive less funding. Let us examine how the England and Wales Cricket Board (ECB) is funded, as a case study. The overwhelming majority of the ECB’s funds come from TV rights sales. In 2012 alone contracts were signed with Sky and ESPN worth a total of £385 million. [1] Forcing these media giants to show an equal amount of women’s cricket as men’s would be destructive simply because interest in women’s cricket is nowhere near as high. Consequently, the ECB would see its TV rights value slashed and its income severely lowered.  A similar story to this described above would ensue with many other team sports like football and rugby where the men’s sport has a huge fan base. The result would be hugely diminished funding for all facets of sport, most likely including women’s. Consequently, all the benefits the proposition are trying to achieve with this motion would not be achieved, and if anything one would observe a decline in participation and standards of facilities and coaching. This is because the development, facilities and grass roots programs funded by organisations like the ECB and the Football Association (FA) are all funded from the same pool of money, whether the income has come from men’s or women’s sport. Crucially, this explains the proposition’s identification of growing female participation in sport while media coverage remains low.  [1] Hoult, Nick: “England and Wales Cricket Board to step up security in wke of new £125m Asian TV rights deal”, The Telegraph, 17 May, 2012.