When considering a sync piece for their coverage of 2017’s Champions League Final, contested between Juventus and Real Madrid earlier this month, BT Sport wanted to go above and beyond.

Pete Kelly, creative manager, music services, says the company wanted to “tell the story of the tournament in an engaging way, we needed an exciting, credible MC who’s also a true football fan”.

Enter London rapper Loyle Carner. According to Globe’s sync licensing manager Adam Gardiner the decision was a ...