Australian fans of the English Premier League are seeking answers and are concerned at the prospect of having to watch matches on mobile devices following the sensational swoop by Optus to land the Australian rights to broadcast the world's most popular football competition. 
Reports suggest that Optus is shelling out $63 million a year from   August 2016 for their new three year contract, which will leave current broadcaster Fox Sports out in the cold.
But soccer sources were more guarded, suggesting that the shake up in the broadcasting landscape might lead to higher rights fees for the domestic A-League if Fox Sports decided to use the cash it had been investing on the English game to bolster the Australian competition.
And, said an insider, it could also increase competition for the A-League rights if Optus has decided to use soccer at all levels as a major driver of content and subscriptions across all its platforms.
The FFA would love nothing more than a bidding war, however localised, to break out ahead of its negotiations for a new TV deal.
Fox currently invests around $25 million to pay for its rights to show Premier League matches between early   August and mid   May _ a key audience attractor during the summer months, when the main domestic sports competitions, the AFL and the NRL, are in recess.
The A-League also takes place during that period (running from   October to mid   May) and it is Fox's cash which has underpinned the competition since it was launched a decade ago; its broadcast of all games provides a rationale for club sponsors and business backers to get behind the clubs in each of Australia's major markets.
Currently Fox pays the FFA around $40 million a year for the rights to show the A League.
FFA chief David Gallop is pinning the future of the sport's development on a significantly increased broadcast deal.
If Fox has another $25 million sloshing around in its treasure chest Gallop and his executives would be hoping that they can get access to some, if not all, of that.
Currently one A League game a week is also shown on SBS, but ratings for the terrestrial broadcaster are poor.
The FFA is also trying to renegotiate that deal and get the A-League on to another commercial free to air network - if not for the balance of this season, then for the next TV deal.
All clubs receive, at present, $2.5 million from the TV dividend, although that would rise proportionately with any increase.
The FFA also needs the revenues to underwrite its myriad national teams, the Socceroos and Matildas at the head of the pyramid, but several more too like the Olyroos, the Joeys and the Young Socceroos, as well as their female equivalents.
Fans who are only interested in the EPL took a less sanguine view, however, taking to social media to vent their anger and uncertainty of the change as confusion reigned over the exact method of distribution and whether Optus plan to on-sell programming as well as showing games itself.