As everyone knows a secret for anyone, big bookmakers are trying to penetrate the football business from the inside, not limited to a rate that does not directly relate to the clubs themselves. Not so much the fact of sponsorships themselves, as the moral underpinnings of this cooperation, the majority raises a bewildered question: “Will the team’s sponsor know a lot?”
Bwin. More than BC
For 6 years, the logo of the Austrian gambling company Bwin was on the T-shirts of Real Madrid. And although now the name of another sponsor Fly Emirates has appeared on the breasts of creamy football players, the former sponsor did not evaporate at all, still taking part in the advertising businesses of the Spanish grandee. This is just a business, and the Austrian online company in the future, thanks to such advertising, will be able to receive any dividends, giving away their savings, then earning only by betting among numerous non-prominent opponents.
Today Real Madrid can also make money on this, since for any fan it is a football team, for its owners it is a business. There is no talk of some kind of collusion with the club – in the west, business is very blind and rationale for this.
As an Austrian company, Bwin could not ignore the German market. Many clubs have signed great deals with her. The glorious “Werder Bremen” was among such establishments in 2006. However, the football functionary of Saxony, where only Bremen live, pushed through the bans on the work of betting giants in Germany with the help of the political lobby. Werder Bremen, which has already been able to receive the sponsorship amount, was able to get out of the situation with great dignity – instead of the direct word of the Bwin office, the Bremen designers on the T-shirt set We win (We will win), moreover, they used some font that is used during the image the name of the Austrian BC.
It is clear that the prohibitions were inspired “from under” the table. Big betting gamers began to react with hostility to entering the market, and even with a similar extensive advertising campaign, the Austrian bookmaker. But Bwin can sponsor not just a self-sufficient club, but also small teams, moreover, not just football ones.
What about England?
And in England, where people have gone crazy for sweepstakes for several centuries, the work of bookmakers with any football club is flourishing. For example, the casino www.topnongamstop.co.uk was sponsored by Bolton, Wigan, and even the famous Liverpool. The bookmaker’s logo was installed on their own jerseys of Aston Villa, West Ham, Tottenham, and so on.
They have not yet been able to get to the football giants, for example, to Manchester United. Red Devils T-shirts have graced similar multinational giants, including Chevrolet and Sharp. However, it looks so difficult it is a matter of time since the Mancunians have already negotiated with the British bookmaker many times.
In England, football is not just the game itself. In England, football was born and took place, everything that has to do with it, including bookmakers, create a special world where the local fans live. They can watch football, they can discuss it, bet on it, breathe it.
And here, it seems to me, the naturalness of the intertwining of footballs themselves and the interest in it, which manifests itself in 2 hypostases – playing ball and playing at a bet – is predetermined by the sports communities themselves. The British prefer football, and this is not just a trip to the stadiums, but also a bet with a master of his own business – a bookmaker’s office.
Not united by clubs
The most famous bookmaker of the British Isles, William Hill entered the world market long ago. Yes, she can sponsor the Spanish Malaga. However, the sheer amount of money she earned makes it possible for William Hill to sponsor even the biggest competitions. For example, leagues with Scottish Cups. The neighboring England Cup. Or a boxing night in London. She was a BC and a sponsor of the national teams of her own country. And the British do not consider it shameful.
Bookmakers go out of the narrow framework of their own business not in order to diversify it, but in order to expand these frameworks. Involving the maximum possible number of bettors is the goal of their work. The modern world has not yet created a method more reliable in order to promote a product than advertising. And where else to teach yourself in front of connoisseurs of sports entertainment, if not the breasts of their heroes or on advertising that filled the stadiums around the world.