Johnny Nicholson: Premier League’s big brand shopping is fine, but it’s not proper football

We’re geared to worship big brands and these clubs are just that now, no longer the community clubs of yore. But really, is this situation what everyone really wants?

Chelsea's Hakim Ziyech (left) celebrates scoring during the Uefa Super Cup match at Windsor Park, Belfast, last night. Picture: Niall Carson/PA

It was a great start to the EFL. As unpredictable as ever, here we are in August with absolutely no idea who will end up in the top two of each of the three divisions, and no idea who will finish in the play-off places either.

We will all make our guesses and some teams are more likely than others, but basically, you could make a case for virtually every team, in any of the leagues, to get promoted or to get relegated. Fans of most clubs can dream of success. And dreaming is all we really live for as supporters.