Over the years football has become more and more commercial. At its highest levels the game is now so professional and scientific it bears little resemblance to that played just a generation ago. This has brought great benefits for players, supporters and TV audiences around the world. A whole industry has erupted to support the game, spawning Directors of Football, Sports Psychologists, Performance Analysts and even Sleep Advisers. Clubs have poured millions into Elite Academies for those identified as having a chance of reaching the top and reaping the rewards. Young Starlets that graduate from these Centres of Excellence are paid thousands of pounds per week despite never having done anything of merit in the game. Coaches are trained and can't wait to get into the talent factories as a "first step on the rung" to a dream full time job with a club. Kids as young as nine and ten have a Golden ticket dangled in front of them and doting, eager parents hapi