The market structure of sports and televisions is the determinant factor of sports broadcasting rights fee. Because of the rapid growth of cable and satellite channels and the expansion of transnational media/entertainment corporations, the competition between buyers of the broadcasting rights market have been getting intense than ever. In both the US and the UK where the sports leagues are monopolistic and the television markets are oligopoly, the value of sports rights has increased sharply over the last decade. However, some media conglomerates have encountered financial crisis recently due to the dramatic increase of the cost of sports broadcasting rights. The development of sports rights in Taiwan seems to follow the history of these two countries but with a relatively low degree of commercialization of sports and the invasion of global sports channels. In order to sustain the public interest, this paper recommends government ’s interference to regulate the sports broadcasting in Taiwan.