Dham, Swati Oberoi, and Pratika Mishra. “Allegiance to New Sports: Sports Marketing in Indian Perspective”. Indian Journal of Marketing 45, no. 5 (May 1, 2015): 38–49. Accessed January 30, 2026. https://indianjournalofcapitalmarkets.com/index.php/ijom/article/view/79939.