There was an International football match on at the weekend, Ukraine v England.
Exclusively on the Internet as a pay-per-view event, the company selling it had an audience of 400,000 who were willing to pay the £11.99 to watch it.
An England game on Sky Sports draws a viewing figure of around 2m, while on the free ITV or BBC figures are around the 8m mark.
The Swiss company running it had billed it as a success and a glimpse of the future but the fans calling the radio stations i listened to today complained about the glitches in the feed and delays in the commentary.
Football could be facing the very same problem that Boxing had in the 90s and Cricket is facing today. It can either perform to a small audience but get well paid for it or a large audience but the financial benefits are not quite so good.
It doesn't take a genius to work out which way this will go, the pound signs are already spinning in the FA's eyes.