From the fashion scene to the parties, hip-hop has a lasting affect on the world of sports. Since most athletes are young and grew up with the sounds of hip-hop; it is no wonder why teams are beginning to market right along with the sounds of hip-hop to stay current with youngsters wanting team apparel and merchandise.

Many thought hip-hop would not last. They have been long since refuted. While originally sport teams were not as accommodating to hip-hop because of the belief that it caused "urban violence." Time have changed for the better. Hip-hop is mainstream now, so more people are exposed to the lyrics. Some raps or songs are bad, many have a positive message and that is important in order to reach the younger generation and get them to think on a higher plane. Commercials from fast food to professional sports team are using hip-hop beats and artist to promote their products.

Young people who listen to hip-hop come from all nationalities and economic backgrounds and so do the artist themselves. Some sports teams often play hip-hop before and during the game to get the fans energetic about their team. Hip-hop artists including Mary J. Blige and Ashanti have sung the National Anthem before sporting events. Boxers have been accompanied to the ring by rap stars. It is also not uncommon that sports video games themes (i.e. John Madden Football) are made by hip-hop artists.

Going back eight to ten years ago hip-hop did not have a strong presence among the sports teams advertising. How times have changed. From DMX to Snoop Dogg, hip-hop has found a home in the world of sports. Sports team realize in order to capture that target market of age 18-35 they must stay current with teams. Besides these are the individuals that are buying the jerseys and other apparel for themselves, spouse, siblings, or kids. Apparel is big income for sports leagues and teams including the NBA and NFL. Let's face it, sports owners and the league might as well told hip-hop "show me the money." (taken from Jerry Maguire)

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