Baller League, first launched in Germany, brings together ex-pros, creators and rising players in 30-minute games with twists on traditional football rules.

Starck previously told BBC Sport the format was more popular with 16 to 28-year-olds than the Premier League, although it’s difficult to double-check the claim.

The chief executive has also pointed to the lower cost of tickets and the ability to watch matches without a paid subscription as plus-points for the brand.

Sky Sports declined to provide a comment, but Newsbeat understands it was happy with Baller League’s audience numbers and social media engagement, and that the partnership came to a natural end.

Baller League superfan Freddie Rippingale, 21, tells Newsbeat he agrees with Starck’s assessment and thinks the tournament can succeed without Sky.

He watches on YouTube and says most people he knows do the same, or watch on the streaming platform Twitch.

For Rippingale, it’s appointment viewing.

“Six-a-side football doesn’t get enough credit for how fast-paced and good it actually is,” he says.

“Some people don’t give it the time to understand the rules and get to know it.

“But I love it and I won’t have a bad word said about it.”

While Rippingale believes the lack of a deal with Sky won’t hurt Baller League, he does think it has to keep working and diversifying to win over new fans.

“A women’s Baller League would be so good,” he says. “I know so many semi-pro women’s ballers that would thrive.

“Chloe Kelly’s already one of the managers in Baller League. Get her involved.”