Prepare for Kick-Off
The football season returns with a bang in August with the contenders lining up for what promises to be a spectacular season which will boost business for bookmakers all over the country, not least those in cities with newly promoted teams.
The Barclays Premier League is back with a bang in mid-August and English football fans will be desperate for the new season to start after the Three Lions' disappointing showing at the World Cup in South Africa in June.
After Tottenham Hotspur managed to crash the big-four party on the final day of the season in May, at the expense of Liverpool, and with money bags Manchester City splashing their cash with intent in the summer transfer market, the 2010-11 season should prove to be one of the best in Barclays Premier League history.
Champions Chelsea kick off their campaign on August 14 with a home match at Stamford Bridge against newly promoted West Bromwich Albion. The Blues will be hoping for an easy win, but the Baggies will be sure to put up a decent fight, according to local bookmakers Wilf Gilberts.
Owner Graham Gilbert, who has 30 shops in the Midlands, says: 'It's a really hard game to start off with, but they will be fighting from the off. WBA's main priority for the season will be to stay up, of course. Business will be better for us with West Brom back in the Barclays Premier League – there are always the die-hard fans who will back them to win.
'And there are now four Midlands-based clubs in the top division, so that means there are eight derby games, which also means that we are likely to get more customers backing their team. We have West Brom at 300/1 to win the Barclays Premier League and 4/5 to be relegated. They are a fighting team, and I expect them to stay up!'
Bookies in the north east are likely to enjoy increased football trade following Newcastle United's first season back in the top flight following their Championship success. 'Hand on heart, as things stand I think Newcastle will get relegated. We are thrilled that the Toon Army are back up, but we are less than thrilled at the prospect of the season, to be honest!' says Terry Arkle, trading manager of Chisholm's, which has 50 shops in the region.
'We are very pessimistic because there has been hardly any improvement in the squad from the Championship last season - there is a huge gap in quality and I don't think we are anywhere near. There needed to be more investment in the summer.
'It's great in terms of betting, though, as they are all big games that Newcastle are playing now, and that has re-ignited the fans' enthusiasm. The first game is Manchester United away, for example - I suppose we have to play them at some time! We should get some healthy prices this year, though, and that will be good for business.'
The last promoted club are Ian Holloway's Blackpool, who are in the top tier for the first time in 39 years. For Lancashire-based bookies James Allan, who have five shops, it means big business, according to trading manager Sonya Higgs.
'We're all delighted,' she said, 'not least our co-director Allan Gooch who is one of the many fans who have renewed their season tickets. The punters were over the moon that Blackpool won the play-off final at Wembley. We had so much business at the back end of the season and now everyone is so excited that they were promoted.
'It's made the company's life a lot easier - and we will be taking many more bets on football this season than we normally would. Blackpool are 10,000/1 to win the Barclays Premier League and 5/4 to stay in the division. With this manager, you can never bet against him, though!'
Coral, who became the Football League's official betting partner in June, are licking their lips at the prospect of a mouth-watering season. Public relations manager David Stevens says: 'We were delighted to become the official betting partner of the Football League. Football betting is the fastest growing area of our business, and the deal with the Football League will help us talk to a huge fan base across the UK and further afield. 'Football betting grows year-on-year, and although we're taking nothing for granted, we would be hopeful that this season will see that growth continue.'
When asked who will be Coral's favourites for the Barclays Premier League title, Stevens continues: 'Chelsea were worthy winners last year and we have them at 13/8 to retain their crown, and with owner Roman Abramovich showing no signs of getting bored with his Stamford Bridge toy, the chasing pack will be playing catch up once again.
'Liverpool, with new manager Roy Hodgson, are 13/8 to finish in the top four, putting them behind Chelsea, Manchester United, Manchester City and Arsenal in betting terms, which suggests Liverpool can no longer be considered one of the so-called big-four. 'After the disappointment of England's World Cup campaign, the new domestic season can't come quickly enough. We'll be working hard at Coral to provide our customers with an exciting football offering, with our line-up of pundits there to bring the game to life both in shops and online.
'Chelsea and Manchester United will once again be the teams to beat at the top, but big spending Manchester City could lead the chasing pack, while Harry Redknapp's Tottenham will enjoy a first taste of Champions League football. At the other end of the table, Blackpool will surely have the support of all neutrals as they look to defy the odds and prolong their stay in the top flight. Bring it on!'
