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Sports organizations utilise their live sports telecasts in team and league-owned pay television networks and interactive media businesses. These organizations and related stakeholders are therefore vulnerable to piracy of their live telecasts. Many internet users are increasingly comfortable viewing video content online, as broadband speeds increase and online streaming runs more smoothly in real time as a result. A new global paradigm of online piracy of live sports telecasts is emerging. the aim of this project is to discover from a consumer perspective, what elements would comprise a legal, digital media source, which could compete with online piracy, to view the Football Association Premier League (FAPL).