Football is big business. It captivates the imagination and in part commands a lot of attention due to the staggering sums which pay-TV providers are willing to invest to secure live TV rights. In recent times, Amazon has joined the fray. With more bidders for rights, the higher the prices soar. For the clubs themselves, especially those not in Europe's premier leagues, this can often mean they need to be creative if they want to keep building ever-stronger bonds with their fans via direct relationships in addition to enticing them through the turnstiles.
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