A book that will appeal to sports enthusiasts and business students Alike It is hard to escape sports marketing. Switch on the TV, surf the web, walk into a mall, and there it is, a sports celebrity – a Federer, a Tendulkar or a Dhoni – staring you in the face. Globally, sports marketing is an over $100 billion industry. In India too, the sector has seen a rapid rise in the last thirty-five years, and this informative and entertaining book charts how the market for it was established in the 1970s, how it grew between 1980 and 2000.