On Thursday night at a swanky London hotel so luxuriously risk‑averse the toilets are equipped with wireless thermostats to control to within half a degree the heat of the seat, the Premier League chief executive, Richard Masters, spoke in detail for the first time about the prospect of “Premflix”, the direct‑to‑consumer model of the future, an app that will sluice this irresistible footballing opiate directly into the eyeballs of 8 billion rapt humans.
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Publication date: 28 February 2026
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