Today sees the launch of Sun+, the name News UK (formerly known as News International) has given to the digital paywall for tabloid institution the Sun.

The timing of the paywall’s implementation coincides with the official start to the pre-season football hype – see also the launch of BT Sport television service today – is no coincidence.

Supporters who want to view clips of Premier League goals on their mobiles are expected to be the main customer base for the £2-a-week product.

The Murdoch-owned newspaper marked the advent of its digital revenue plan yesterday by publishing a wraparound cover on the British edition, celebrating all the cultural icons that were suitably British enough for its liking, under the headline “This is our Britain”.

The headline was overlaid with an image of a football, while the spread also included cut-outs of Wembley Stadium and reliable tabloid fixture and Chelsea defender, John Terry.