Sports organisations, whether federations, clubs or individual competitors, earn an increasing share of their revenues from commercial activities as opposed to the traditional revenue source of ticket sales. The growth in television revenues among the higher profile sports in particular has acted as a catalyst for a more professional approach to all areas of commercial activity. As the richer organisations have recruited professionals in all their areas of operation, smaller sports organisations have, in turn, found it necessary to improve their level of understanding to remain competitive.  Despite such changes, there have been many high profile and spectacular business mistakes in what is still, commercially speaking, an immature industry. With major changes in technology and society creating an unpredictable business climate, the commercial side of sport needs to react rapidly to keep pace and achieve the difficult balancing act of increased funding without alienating the core customers, the fans.