On the eve of Euro 2016, I asked the question in an article, as to whether broadcasters viewed social media as a ‘friend’ or ‘foe’. Two years on and the debate still rages. Although I would argue that the terminology needs updating and simplifying, replacing ‘social media businesses’ for ‘digital businesses’. What hasn’t become simpler is the somewhat awkward or evolving co-existence broadcasters and digital businesses share. On the one hand they are in open competition bidding against each other for sports rights, which in some cases has resulted in rights holders opting to move away from traditional linear deals and create partnerships with digital businesses.