Nah, I don't think that's right.
The Premier League learned from American sports and their star system of marketing (which now I think of it might have been taken from the old system in Hollywood). The NBA, which I've always thought pioneered it but I could be wrong about that, did it with Michael Jordan and many others since.
The governing bodies, clubs, media and major brands (especially sporting brands, like Nike) are responsible. The fans have merely responded to it.
The Premier League learned from American sports and their star system of marketing (which now I think of it might have been taken from the old system in Hollywood). The NBA, which I've always thought pioneered it but I could be wrong about that, did it with Michael Jordan and many others since.
The governing bodies, clubs, media and major brands (especially sporting brands, like Nike) are responsible. The fans have merely responded to it.

Bit like Twitter. 

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