The business of sports is booming! With the advent of professional sports leagues like the IPL (Indian Premier League), ISL (Indian Super League), PVL (Pro Volleyball League), PWL (Pro Wrestling League), Ultimate Table Tennis (UTT), Pro Kabaddi League (PKL), Premier Badminton League (PBL) and many more, India is witnessing a sports renaissance like never before. There is high demand for skilled managers and professionals who are passionate about sports, along with a keen sense of business to make these endeavours financially successful. This book focusses on the business side of sports and the various verticals of the industry, posing exciting New challenges for the ecosystem of sports. It guides you in the application of marketing concepts to sports products and services, and the marketing of non-sport products through an association to the sport – from construction of sports infrastructure, sporting Useds and services, licensed sports products, merchandising, sponsorships, media rights, to live sporting events and so on. This book helps you establish an on-going relationship between a sports brand, product or service and its users. It will be a stepping stone for students of sports management and young professionals hoping to lead and succeed in this arena.