You are all thinking about this wrong.
They don't need to market anything.
They have 100 mil customers at their disposal.
Even if the contract isn't signed until the day the WC kicks off (pun intended), they could advertise directly to all 100 mil customers a 'free trial' at any stage during the WC.
The WC goes for a month or so, appealing only to die hard soccer fans will not give tv2u ongoing revenue.
They need to advertise istream as a fully functional premium content app so the delay is likely to be related to the premium content.
All IMO
MMM
You are all thinking about this wrong. They don't need to market...
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