The purpose of this paper is to understand and explain why some professional sports organizations outsource their sponsorship-related activities to sports marketing agencies whereas others purposely retain these activities in-house. The paper applies the Resource-Based View (RBV) and Transaction...

In the beginning of the 21st century celebrity endorsement phenomenon is assuming a very significant role across the world. Leading companies are prepared to go the extra yard to sign celebrities for endorsing their brand. Sports celebrities are occupying huge amount of advertising space and...

This article highlights the limited protection available to sports webcasters and organizers against online piracy of their webcasts under the Indian copyright law. It posits that with growing popularity of digital viewership of sports events, this lacuna has created an uneven playing field...