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Whether you like to play, or watch, you cannot ignore sports. This is a nuanced world, a dog-eat-dog world, where the price of 15 minutes of glory is a lifetime’s investment of sweat, grit, and nerves. But away from the stadia and the arenas, the fixtures and strictures, the record-keeping and the rulebooks, and the politicking game theory of global sports administration, is a world tailor-made for the hobbyist and the amateur. In this world, fortune and fame bump fists, athleticism and glamour collide. Here, anything is possible. And anybody can play.

Rahul De, who teaches economics at Azim Premji University, Bengaluru, is obsessed with the business of sport. Of particular interest to him are sporting activities that are off-radar for the mainstream, yet command a devoted fan base. Think WWE, kabaddi, amateur running… How do these sports find a market, build loyal communities, and create wealth for participants and promoters alike?

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