On Sunday, for the first time ever the World Cup final will take place between two teams wearing Nike kits.
Eleven Sports strikes another huge blow, securing exclusive UK Serie A rights for the next three seasons.
Fans and players have never been further apart – it’s up to brands to create access to the stars and play up their role as the natural link.
Strava was set up to help amateur cyclists flourish. Now its effects are being felt right at the top of the sport.