is this really a good idea?

Serie B is renowned as one of the dodgiest football leagues in the world. Any football punter with an eye on Europe will recall numerous end-of-season matches with arranged results - convenient draws played out after club presidents do favours for their mates as teams pull all the strings they can to avoid relegation.

So the last thing you'd think was a good idea is a betting company becoming naming rights sponsor of the league.....

Italy's Serie B rebranded as Serie bwin

July 7 (Reuters) - Italy´s second tier Serie B has been rebranded Serie bwin after a two-year sponsorship deal was signed on Wednesday with Austria-based internet betting firm bwin.

The deal, announced in a Serie B statement, will bring much-needed revenue to a division which has been under severe financial pressure for several years.

Serie B will run its own affairs this season after the top-flight Serie A broke away from the two-division professional league.

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Sport is made for betting

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