The CAse presents the status of sports in general in India under official federations, place and shape of the football game before and after introduction of premier leagues, and global trend and debate around games going the path of premier leagues. In India, sports, in general, is dominated by the official federations whose perfORMance track has been dismal. The premier football league is at the early stage of its life cycle. Marketization of the game has succeeded in bringing to the fore the latent demand and passion for the game. It has brought forth initial success in professionalizing the game, identifying the talents, upgrading the infrastructure, etc. However, the purists would like to voice their concern about unbridled marketization in terMS of dominance of star players, financial viability, conflict with national games, etc. This CAse is built around all India Football Federation (aIFF) at the center and aIFF weighing the development of premier leagues and latest rift between two leagues. The challenge for aIFF is: CAn it CAlibrate the contours and trajectory of the game to keep in check unhindered marketization? CAn and should the official federation influence the rules of game, terMS of engagement of investors, players, agents, etc. or best leave it to the leagues; and their influence on the game once the floodgates are opened? Or, is marketization such a juggernaut that it rolls on its path sidestepping regulations and national fervors? CAn something be learnt from other sectors in protecting national brand against the onslaught of global brands in the context of international management?