Business insiders and experts are calling for stronger legislation to protect sports broadcast rights, as online piracy continues to plague China's burgeoning sports entertainment industry.

With the value of media rights for major sports events skyrocketing, piracy - including illicit livestreaming - has emerged as a serious issue that worries governing bodies and those who hold the rights.

Last week, in an effort to curb unauthorized distribution, the Chinese Football Association barred fans from carrying high-end cameras and certain other recording devices into top-tier league games.