Paul Joyce reports on Austrian clubs selling their indentities
If your average attendance is only 800, it might seem unwise to hint to supporters that there are better ways of spending their free time. Yet this is what happened in March, when Austrian second-division side SC Schwanenstadt changed their name to SCS bet-at-home.com. It could have been worse. “It was important for us to maintain the club’s identity,” enthused Klaus Gruber, marketing manager of the online betting company behind the rebranding. “That’s why we kept their initials at the front.”
