THE ENGLISH PREMIER LEAGUE wants to prevent football fans from sharing very short clips of goals that they have paid to watch online.
The football league is notoriously cash heavy, as its players earn more money than King Midas' glove maker and failing managers can leave mid-season and still get paid.
Still, this all needs funding, and it is the fans that must fund it. Licensing rights to show matches are sold and paid for in good money. If you want to watch the matches live you have to pay money, endure crap tea, and travel to see them, and if you want to watch them live at home on your telly you have to pay for a cable subscription.
Money is leaking out of the sport though, and the Premier League wants to put up a wall in front of the gap.
Speaking to BBC Newsbeat, the organisation said that it is going to tackle Vines and put fans off from doing what fans do, which is to celebrate a thing that they love, enjoy and fund.
Dan Johnson, director of communications at the Premier League, told the BBC that what fans do is ultimately up to them, but added that it might also be of interest to the authorities.
"You can understand that fans see something, they can capture it, they can share it, but ultimately it is against the law," Johnson said.
"It's a breach of copyright and we would discourage fans from doing it. We're developing technologies like gif crawlers, Vine crawlers, working with Twitter to look to curtail this kind of activity. I know it sounds as if we're killjoys but we have to protect our intellectual property."
We understand that iPads and laptops are not allowed at certain football grounds these days, and we wonder if the same policy applies to tiny, maudlin violins.
The Sun newspaper, which also offers a celebrity voicemail service, charges punters £7 a month to watch goals. It would like to see that money continue coming its way.
"It's important to underline that it's illegal to do this, we've obviously signed a very big deal with the Premier League to be a rights holder and to show it, we've got legal teams talking with them about what we can do," said the Sun's deputy head of sport Dean Scroggins to the BBC.
Vine's terms and conditions do say that users are not allowed to post content that belongs to another party. Information about takedown requests is published in Twitter's twice weekly transparency report. µ