Four years have passed since Andrea Agnelli, still the chairman of the European Club Association and president of Juventus back then, floated the idea of selling 15-minute viewing subscriptions for football games. A response to research showing that younger generations – “tomorrow’s spenders” – had shorter attention spans.
Agnelli’s judgement has been called into question a few times since, between the failed launch of a European Super League and his suspension from Italian football following an investigation into financial irregularities at Juventus. But perhaps he was right about the need to serve modern audiences a faster fix of sporting theatre.
