Chris Protheroe is obviously a great believer in the efficacy of licensing agencies when it comes to promoting sports brands. He does, however, admit that there are times when keeping the licensing push in house can make sense.

“With apologies to fans of Brentford, Accrington Stanley and Yeovil, most teams outside the top tier have an appeal that is likely to be very local and we tend to work with brands that are at least regional,” he says. “Similarly, although England Rugby is one of our most popular sports brands, even the biggest English rugby clubs are too localised to merit national or cross-regional licensing campaigns.”

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