As modern media becomes more niche driven, teams and even leagues have to balance whether to seek the biggest TV contracts or the biggest potential audience.
The Blues have enjoyed an upturn in fortunes since they were hammered 5-0 by Premier League leaders Arsenal at the end of April.
Everything you need to know about the Europa Conference League semi-final
Can Aston Villa oveturn their two-goal deficit after a frantic first leg at Villa Park?