Not even the banks that have lent their name to the Professional Football League. Nor sports brands, nor those of cars, not even those of beer. It is the bookmakers that share the football competition spoils. Fully 75% of football teams currently have betting outfit sponsorship that, in turn, are either the victims or executioners of the other great business: that of match rigging.
Gone are the Xs that mark the 15 boxes in the football pool at the weekend. Or doubles and triples to ensure at least of at least 11 correct guesses. Now, the vast majority of football fans place their bets online at whatever bookmaker. Those that most users only distinguish by their logo. Moreover, only in Q2 2017, this type of betting had a turnover of more than 1,400 million Euros in Spain, according to data from the Ministry of Finance. Moreover, football takes first place. In Spain alone, betting turns over 5,000 million Euros. It is true that most of this volume represents prizes. "We return 95% of the money in prizes, and so our net profit would be between 250 and 280 million Euros," said Alberto Eljarrat, CEO of Sportium, during the forum 'Communication, Football and Sports Management' in Madrid.
But these well-known bookmakers not only rule in football by generating income through their business. They also do so through sponsorship, television publicity and, ultimately, rigging matches.
"Through sponsorships alone, the football industry generates more than 600 million Euros per season. Specifically, 75% of La Liga teams have a Bookmakers among their sponsors," says Eljarrat. William Hill, Codere, Globet, Bwin, Bet365 and Betfair are just some of the brands that in recent years have sponsored teams such as Real Madrid, Betis and Espanyol. Or simply their names have appeared on the publicity banners of their pitches.
One million Spaniards are "hooked" on online betting. Easy money continues to gain adepts. Whether as a habit or to obtain extra income, the truth is that more than 985,000 Spaniards between 18 and 75 declare themselves as active betters on online gaming websites.
As regards these sponsorships, bookmakers are in fourth place, surpassed only by sports brands, beer companies and, in third place by the group formed by soft drinks, banking and automotive firms. Although not in first place, years ago they did not come anywhere near this level of sponsorship. In addition, the Spanish first division, La Liga, is also an international showcase watched by millions of people.
The other mainstay on which many Spanish teams are sustained is television rights.
Television channels have to produce a return on an investment of around 1,500 million Euros. Moreover, this is where the bookmakers are also the boss. "40% of advertising spaces are occupied by bookmakers," according to the CEO of Sportium. This means that, before the start of the game and at half-time, the viewers will see several adverts related to betting. And of course, they may bet too.
THE FLIP SIDE OF BETTING: GAME RIGGING
Only a few years ago, game rigging was understood as an exchange of briefcases to ensure that a particular team would not be relegated, for example. Now, due to the commodification of football, rigging also has taken on a different dimension.
For match riggers, the arrival of online gambling on the scene represented a business with which to obtain economic benefits.
This is not just a football issue, but rather a profitable business. An incentive to become corrupt. Moreover, not simply the final result of a match can be rigged. You can manipulate the number of fouls, corners or goals that will occur in a match. This can be done even in real time and in any football category. In fact, the Spanish 3rd Division is rich seam in which to commit these frauds.
Moreover, in this respect, bookmakers are not only the source of these crimes. but also victims of them. This fraud also generates losses for them. Therefore, it is not surprising that they are willing to pursue and report these losses. "Today, although sports betting is the victim of rigging, we are also part of the solution," says Eljarrat.
Because of this, illegal sports betting is being investigated since 2010. A reform of the Penal Code sets penalties, fines and jail terms for offenders.
Directly or indirectly, in the end bookmakers generate great benefits in their environment from the football industry. The bad thing is when they use it as a cover-up for that other great business, that of match rigging.
