South Africa, July 3 -- Frazier and Ali. Barcelona and Real Madrid. Yankees and Red Sox. All Blacks and Springboks. Celtic and Rangers. Sport is abundant with epic rivalries. Rivalries that started for differing reasons and out of complex environments.

But during these strange times with no live sport to satiate our thirst for epic clashes, there is a new rivalry playing out in our industry between marketing teams and bottom-line focused executives. This rivalry, like so many others, stems from a common starting point - in this instance creating and sustaining a profitable business - although time has played its part in creating an 'us versus them' feeling to how this common objective is achieved.

Battle of supremacy

The battle for sup...