Yet another online casino operator has partnered with an English football club, as soccer authorities prove far more realistic about sports gambling than their US sports counterparts. Asian-facing gaming operator 777ball.com agreed to pay to include its logos on the shirts of Cardiff City of the Football League Championship.Online casinos have gone from merely appearing on soccer uniforms to all-out betting deals, in which the company handles Internet gambling directed from club websites, and stadium betting, in which kiosks only yards away from the pitch allow in-game wagering.
West Ham United extended its deal with SBOBET, which includes advertising on uniforms and at the venue, as well as a presence on the West Ham website and all media platforms.
UK sports officials have adopted the method of keeping online gambling companies close, thinking that corruption is a mutual enemy and relying on the Internet casinos to report unusual betting patterns. In the US, the case has been made that casino gambling and legal sports betting are inherently dangerous to sports' legitimacy, and leagues have fought efforts to loosen laws.
Cardiff City is in the tier below the English Premier League, considered the world's most eminent sports league. The club has been close to ascending to Premier League status in recent years, falling just short.
Published on September 15, 2009 by A.J.Maldonado
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