In recent years sport has become big business with vast sums of money involved. It has been claimed that America spent $24 billion on sports marketing in 2008 (Matache, 2009). Large sporting event such as the World Cup and the Olympics receive lucrative television contracts which enable them to fund their events. The TV varies, and it is difficult to calculate the true amount. However, it has been claimed that “a prime time 30-secong slot on Australian TV costs $400,000.” (Sinden, 2007, P. 487). Companies will also use sports personalities to advertise their products. For the sports personality, it is an easy way to increase their income. One example of this is Tiger Woods, who earned $75 million in 2005 off the golf course.