The importance of the relationship between retailing and sports has grown tremendously over the past few decades, and not just in the U.S. and Europe. The 2007 U.S. Superbowl drew nearly 100 million television viewers in the U.S. alone, with millions more watching in other countries. According to FIFA, the 2002 World Cup soccer championships drew over 1 billion viewers world-wide. These are examples of events which drive the sales of related products such as team apparel and even electronics (e.g. televisions), which are sold to the public through retail outlets (in different channel forms). Sports teams (e.g. Manchester United, Dallas Cowboys, New York Yankees, etc.), as well as individual athletes (e.g., Tiger Woods, David Beckham, Anna Kournikova, etc.) have become quasi-brands, driving the sales of products bearing their names and images at the retail level. Yet these relationships between retailing and sports industries have seen little research reported in the extant literature. This e-book contains papers which address various issues in the intersection of sport and retailing, including endorsement and sponsorship.