Gaining insight to the character of a star player was always the job of a feature writer on a sunday newspaper or an imaginative producer filling time in the preview of a big match.
In the modern world of sports marketing though it is more likely to be a sponsor that creates the content and your own social media feeds that deliver it to you on your phone on a commute to work.
So it is today with Bord Gais Energy and the latest video in their #Hurling ToTheCore series with Joe and Jack Canning in Galway.
Joe, who will contest the Leinster Senior Hurling Championship Final replay in Semple Stadium this Sunday, July 8th as Galway face Kilkenny, has been a Bord Gáis Energy ambassador since 2008, when he first featured for Galway at U-21 level.
A decade on, Joe’s nephew Jack is following in his footsteps, as he, as a second half substitute, and Galway won last night’s Bord Gáis Energy U-21 GAA Leinster Hurling Championship Final against Wexford last night in what was one of the games of the year.
Getting to know the stars is one of the ways in which sport continues to build the emotional capital that fans are willing to invest. Attaching your brand to the creation of content that does just that is a winner all round.