CAN there ever be too much football? It is a question worth asking as the football season kicks off in heat that in some parts of the country will be too hot for something sedentary like tiddlywinks let alone the kick and rush of football.

Can football be over-exposed?

The new television deal means the welcome return of Match of the Day to the BBC.

But it will also mean that the number of televised live games is doubled from 2004-05. Kick-off times will be switched to suit the TV schedules rather than the fans who have to travel long distances to away games; it will mean that in deepest midwinter the lower league teams' evening matches are always competing against a high profile game that can be watched in the comfort of the pub.

It will also mean that the rich continue to get richer, while the poor find their backs pushed harder to the wall.

There is no doubt that television's money - predominantly Sky's - has revolutionised the game. It has made it undeniably better: better players playing at a better standard amid better facilities presented on better produced TV programmes.

But how long can football continue to grow exponentially?

We have already seen the lower leagues totter financially - Sunderland's stars taking a pay cut until next summer is just one example - as the bottom has dropped out of their television market. We have already seen the transfer market in the Premiership stagnate until a dramatic impetus came from the new money of Chelsea's Russian billionaire.

Of course, there will always be a massive market for football - it will not vanish overnight like snooker. But there are signs that the market is becoming saturated, and £1.1bn represents a huge bubble that could burst quite spectacularly if the football authorities have misjudged the loyalty, resilience and appetite of the fans.