The team ran onto the pitch: home team in white; away in green. He raised his phone in salute as the crowd got to its feet. The kit lit up with travel brands’ logos and the offer ad swept across the players as they stood for the anthems. His adblocker usually stopped trackers responding to his holiday search but the club knew where he sat and his all access ticket T&C demanded all access to his feeds. He glanced at his friend’s screen and raised an eyebrow at his previous searches as the team’s shirts told a different story.