The English Premier League kicks off tomorrow and with football more of a multimillion-pound business than ever for some people there is a lot more at stake than three points.
Sky - which for years has dominated the market in the UK - now has its own noisy neighbour in the shape of BT Sport.
BT hopes to break Sky's grip on armchair sports fans by enabling its broadband customers to watch Premier League football for free, after it paid £738 million for the rights to show 38 top-flight games a season for the next three years.
It has taken top talent from the BBC, including Jake Humphrey, and signed up big name ex-players including Michael Owen and Steve McManaman.
Earlier this week, it announced it had tripled its number of viewers to three million by signing a deal with Virgin Media.
BT are first into action tomorrow with live coverage of the 12.45pm game between Liverpool and Stoke City at Anfield, bu t Sky has not taken the challenge lying down and will start the season with a day of free football, with shows that normally go out on Sky Sports 1 being shown instead on Sky2 and Pick TV for free.
It has also found its very own Anfield old boy, recently retired Jamie Carragher, who will team up in the studio with his old rival from down the East Lancs Road, ex-Manchester United star Gary Neville.
They will have plenty to talk about with Sky showing Swansea City v Manchester United at the Liberty Stadium on Saturday followed by the return of Jose Mourinho on Sunday when Chelsea play Hull City.
The game is big business for newspapers too with The Sun, The Times and its Sunday stablemate all carrying "near-live" clips from hundreds of games over the season.
News UK said its Sun+ Goals app, available to readers who have signed up to pay for the paper's new digital package, will give fans a full highlights package within around half an hour of the final whistle.