Trying to create an asset of equity value in a league of changing shareholders with promotion and relegation is the Charge of the Light Brigade, especially when your clubs just want safe money up front.

The majority of people rightly commented on how these stories always surface as the rights re-negotiation period begins!!! Just a bargaining ploy, like we’ve seen many times before.

But not many of these commentators have really seen it before; not from the actual inside. With the SPLTV, worked up with Marc Watson in 2002, I was “the inside”.

B2C, DTC, owned media, is a topic well discussed in our industry. But I feel that the better commentary on all this is how it fits into the overall macro thinking of sport we’ve discussed in this column in recent weeks. We need to all start joining these dots.