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CHAPTER ONE INTRODUCTION 1.1         Background to the study There has been a debate as to why sports has become such a lucrative global industry in sports management literature, it is the ―uncertainty of sports that gives its unpredictable joy and their characteristics intensity‖ it is this uncertainty and unpredictability that make sports such an exciting opportunity for businesses around the world to take advantage (Manson, 1999). But what happens if ...

CHAPTER ONE   INTRODUCTION   1.1         Background to the study   There has been a debate as to why sports has become such a lucrative global industry in sports management literature, it is the ―uncertainty of sports that gives its unpredictable joy and their characteristics intensity‖ it is this uncertainty and unpredictability that make sports such an exciting opportunity for businesses around the world to take advantage (Manson, 1999). But ...