In around seven weeks’ time the Premier League will kick off for a new season and the 2010 World Cup will have been long forgotten.
So now the race is on to sign up the TV rights, especially as the regulator Ofcom has forced the satellite broadcaster BSkyB to reduce its wholesale price for premium content.
This has given the likes of BT Vision the chance to offer Sky Sports 1 and 2 to its customers at a more competitive price.
In fact BT Vision is already advertising the channels at £13.50 per month each or, as package, all four sports channels can be viewed for just £20.50 per month.
The changes that Ofcom has implemented seem to have opened up the digital TV sports market, possibly for the better, but the jury is still out on that one.