Round 6!

So, it’s time for it to end. Finally.

The posturing, the bad-natured bravado, the poorly disguised dislike and the testosterone-fuelled, territorial circling has swamped our daily lives for the past couple of months.

The ink used in the print ads would have filled the Great Lakes. They’ve had more TV time than Lord Sugar. They’ve even spent more than the entire Premier League combined (yes, including Manchester City)

The two behemoths of British sports broadcasting, Sky Sports and BT Sport, have been obsessed with the quest to become the one that has eaten a bigger slice of the Premiership Pie.

As we have documented, despite the initially considered nature of the rivalry, the contest has descended in to a bare-knuckle brawl. Targeted placements have given way to ubiquity and refreshing messaging has devolved into tale-telling and seemingly contradictory claims.

The season starts tomorrow.

In a final, desperate lunge that reeks of burnt rate cards and smashed sales targets, BT Sport have literally blanketed today's media, with Sky Sports remaining comparatively calm. We've included the examples at the end of the blog - you've no doubt seen them several hundred times in the last two months!

We shall have to see whether the Evening Standard is equally as battered by this crusade (campaign doesn’t seem to do it justice).

The biggest test will be the figures that are recorded over the next few weeks.

Let the chips fall as they may.

All we know is, we’re finally glad that there will be a little more content on the tellybox.

It’s time for it to end. Hopefully….

Let the games begin.

#PurePoint