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How can we improve selective attention? Football’s burgeoning, YouTube-powered Age of Enlightenment has flattened the hierarchy of knowledge; studio pundits, quite rightly, cheap football kits can no longer get away with international footballing stereotypes without some constructive social-media feedback. In 1994, Sky Sports won the contract to show fights promoted by Matchroom Sport and the two enjoyed a deal which lasted for 27 years. In June 2021, fights promoted by Matchroom Sport moved to streaming service DAZN. Due to large audience numbers, even though it is normally on Sky Sports 4, they decided to show a live game for the first time in several years when they showed the play-off finals in 2010. A new deal was signed for the 2010/11 season in which Sky agreed to show eight live games throughout the season and a weekly highlights show.