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I've never been much a of an enthusiast for betting on something as random as football, nor for preying on the weak and vulnerable... but clearly the FA are - as well as football clubs
In those far off days when I was involved in marketing it was a general assumption that any market with two big brands in it already was a touch difficult to get into without segmentation.... yet there are over 20 betting companies in this country sticking their names on largely awful football team shirts.... so it must be working.