As the pandemic raged in 2020 there was genuine concern that football may implode.
Even the biggest clubs, those so reliant on the ever-increasing nature of media rights, their global brands and being able to sell out stadiums at will and shift their merchandise in all corners of the globe were facing unprecedented challenges due to the impact of COVID-19.
The paused Premier League season of 2019/20, the worry over whether the next cycle of media rights would be strong and concern over how commercial revenues would fare given that big business was also feeling the considerable pinch made for an uncomfortable period for those behind the scenes.
