One would be forgiven for observing the past three years and concluding that the APL wasn’t in the football business, nor did it want to be. Instead it envisioned itself at the forefront of a burgeoning sports entertainment empire, with a bit of tech thrown in, where everything was slick, polished and presented in the
indecipherable language that justifies these kinds of things. “Strap yourselves in. Here Comes The Future,”
wrote former chief executive Danny Townsend just over two years ago, as tens of millions of dollars were invested.