This lecture goes from the framework of examining team behaviour to the next level - instead viewing the 'league' as a firm and considering alternative models (to pure profit-maximisation) of firm behaviour that arguably better describe such behaviour of leagues (as well as other non-profit administrative organisations). We will see how a breakdown of revenues and costs and the league policies relating to both can alter the behaviour of teams in perverse ways, and we also provide a general description of the many and varied roles of leagues. Copyright 2012 La Trobe University, all rights reserved. Contact for permissions.