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While the football season is going by quickly sponsors are seeking out the best clubs to the tune of millions of euros. Bwin, an online gaming site whose market mainly concentrates on sports betting, sponsors the Real Madrid and AC Milan clubs. But it could be that the Bwin logo won't appear anymore on the jerseys of the Italian club which is off on a serious trail: Emirates Airlines. In fact there is a strong chance that the Emirates Airlines company will replace Bwin as the principal sponsor of the Italian club and will have spent the sum of 50 million euros. This agreement is for the next four seasons and this isn't a first for Emirates Airlines in the area of football. In fact this group sponsors several clubs such as the French club Paris Saint-Germain or the English club Arsenal. Information about AC Milan's new sponsor is still at the stage of rumours but over the next few days it could be that everything will become official.

The online gaming sites are on the lookout and football is an excellent European showcase to get one's brand known quickly. For many years, Bwin understood the stakes and signed large cheques for many football teams to appear on their jerseys including Real Madrid, AC Milan and Bayern Munich. The courses followed by the major teams at  European level notably with the Champions League are excellent channels of communication and Bwin is one of the leaders in sports betting due to its international reputation.

Betclic also wishes to make a name for itself in the area of football and has signed an agreement with the Olympique Lyonnais club. The only problem is that French legislation concerning online gaming bans online gaming sites in football stadiums and therefore the Olympique Lyonnais (OL) players can only wear their jerseys emblazoned with the Betclic logo in foreign stadiums. On the 10th of March, the Olympique Lyonnais will meet the Real Madrid club in Spain and one will be able to watch a Bwin versus Betclic duel. For the moment Betclic has an advantage over Bwin because the Olympique Lyonnais won the home game in the Gerland stadium. But in football nothing is decided in advance. So we shall meet up on the evening of the 10th of March to know whether the OL or Real Madrid will win its ticket to go into the quarter final of the most prestigious  European football competition. To be continued...

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