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Bundesliga ‘ghost games’ provide backdrop for sponsorship re-set

(Photo by Michael Sohn/Pool via Getty Images)

When the German Bundesliga presented behind-closed-doors action on Saturday, May 16, it ignited a wave of interest among football fans worldwide, and a reawakening of sponsorships that had gone largely unused since the league was suspended in mid-March.

For the Maltese betting firm Interwetten the resumption in play was doubly important in that it was an opportunity to re-engage with fans of the clubs it sponsors, but also to take bets on a market that is key to its revenue.

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