Soccer could score an own goal because there is too much of it on television.
Viewers are reaching saturation point, according to Maurice Lévy, chairman and chief executive of the world's fourth largest communications company, Paris-based Publicis Groupe.
Noting that ad spend during this summer's European football championships in Portugal was "quite disappointing", Lévy warns that the sport, which attracts huge advertising and sponsorship budgets each year, is in danger of overkill through too much exposure.
Says Lévy: "There is a French expression that too much football kills the football. We have to be careful not to kill the golden goose. The clubs have to be careful, as do the federations."
Data sourced from Financial Times Online; additional content by WARC staff