The season has yet to kick off, but this is a big week for the Barclays Premier League.
On August 1, the seed sown in spectacular fashion just over a year ago by BT, a traditional telephone company, is scheduled to bear its first fruit with the launch of its BT Sport channels.
Two days later, BT Sport will begin its live football coverage with Liverpool and England captain Steven Gerrard’s testimonial match against Olympiacos of Greece.
And at 12.45pm UK time on August 17, Gerrard is likely once again to be the centre of attention, as BT Sport screens its first live Premier League game, and the first action of the 2013-14 season, in the shape of Liverpool versus Stoke City.