Loss of access and credibility: The media could face loss of access and credibility for defamation of certain sport personalities and it would be incredibly bad for business.
Backlash from fans and advertisers: Negative coverage of popular sports personalities can lead to a backlash from fans who feel that the media is unfairly targeting their favorite athletes. This can also be bad for businesses because viewers will stop watching the media coverage.
Legal action: Sports personalities may take legal action against the media for defamation. This results in lawsuits that the media would not want to face.