#FOMO. To spell it out, this is the Fear of Missing Out... a trend that has popped up on our radars once more - much like the undead - as Halloween is here. With the public’s attention focused upon the celebration, it tempts sports organisations into knee jerk reactive content to ensure they’re not ‘missing out’. The logic: ‘an opportunity is there to be taken, so why not take it?’ is understandable. The idea of minimal effort maximum result is a carrot few can refuse. Yet th