Everywhere I look the obsession today is YouTube and Sports...followed quickly by Roblox. And every time I see it I get more and more concerned.

It's like we want a magic bullet to solve our issues. The next big thing is the way forward...until it isn't.

Remember, Facebook was the solution. Except it wasn't. All it did was prove how popular sport was. Pay TV solved everything with money...but the paywall hid sport from view.

The new Stadium was the solution until it was deemed to lack atmosphere etc.

It should never be about the magic bullet but about understanding the changing world, where we sit and how to use technology to build an ecosystem around sport that truly delivers for the fans - because that is how you end up with a virtuous cycle.