"but brewers and distillers do not use football in the same psychological way to build a s

eamless acceptance of drinking like betting companies do"

yeah they do.

go to the football, meet your mates, have a couple of jars in the pub beforehand

big England match?

go to the pub, meet your mates, have a couple of jars while you're watching

drinking and watching football are just as linked (if not more so) as watching football and having a little bet on it - it's just that the drinking element has been around so long you don't notice it anymore

Posted By: Ralf Scrampton, Jul 1, 11:09:28