Readers of a certain age will know that football and music are rarely comfortable bedfellows. The Eighties regional disco sounds of ‘Diamond Lights’ by Glen Hoddle & Chris Waddle; Paul Gascoigne galumphing through ‘Fog On The Tyne’; John Barnes delivering the most toothless rap of all time in ‘World In Motion’; David Baddiel and Frank Skinner honking through ‘Three Lions’; that abhorrent Fat Les song…

Grime star Big Narstie is taking a much more dignified approach for his link around this summer’s FIFA World Cup in Russia. Already known as someone who will steal all the limelight when he makes TV appearances – his natural humour and endless likeability absolutely to the fore – he’s partnered with online sports betting company 888sport to track the football tournament as he tries to become a sports reporter in the run up to the games in Russia.

Across a seven-part YouTube series, he will get tips from football pundits and other experts as well as learn how the coverage of the game works. The first episode sees him meet Barry Davies, legendary octogenarian sports reporter, with the contrasts in their delivery style being the big draw. It’s funny and touching in equal measure and even for avowed non-sports fans, there’s plenty to hold viewers and make them want to watch the series unfold.

Narstie is someone the viewer will connect with straight away and they will be invested in him doing well. Plus he gets to continually plug his music throughout so there’s a constant sales message happening, yet it all feels natural rather than crass. There are, of course, huge ethical issues for any celebrity linking themselves to gambling sites and that unpleasant miasma is something he’s not going to shake off here. It looks like a fun undertaking and the force of his personality will carry it through; one just wishes it was a different brand he was hitching his wagon to here.