The government can to a degree cover for any potential drop in funding from private sector sources. Focus can remain on developing grass-roots and sports at schools in order to incentivise new generations of athletes, so the harms mentioned by the opposition will by and large not occur. In time, popularity of women’s sport will increase such that it will once again attract large lucrative TV rights deals and large investments from sponsors.  It must also be mentioned that the opposition to an extent present a false dichotomy with their argument. Increased coverage of women’s sport need not take valuable air time away from more popular men’s sport in the way the opposition claims. Matches can be scheduled so that they do not clash with each other, and more TV channels can be created (such as the BBC’s red button service). Additionally, air-time is often packed trivial stories and programs other than popular men’s sporting events. Examples from American TV include reports ‘on supremely unhealthy hamburgers on sale at a minor league baseball parks or basketball star Shaquille O’Neal’s contest with a 93-year-old woman’ [1]. Such programs could easily and painlessly be replaced with women’s sporting news or live broadcasting.  [1] Deggans, Eric: “Continued apathy by sports media toward women’s sport a bigger problem than first meets the eye”, National Sports Journalism Centre, June 8 2010.