“I would always go around town looking for spaces to rent, and I would send him pictures, saying, ‘This is our shop…’ We really need to do this idea and this business, because I really felt like there was a need in the market for freshly baked cookies.”

Crystal Palace are in the market for a goalscorer along with Everton, who have scored only 15 league goals, fewer than any team apart from Southampton.

According to Mr Fehrm, all this creates an opening for a third player to take a stake in the market.

That data, the latest available, do not take into effect recent changes in the market.

Francois Godard - of media industry experts Enders Analysis - told BBC Sport the upward trend in the market was "mostly" down to the US, where sport "remains the one content genre supporting the pay-TV ecosystem at a time streamers are entering the market".