World Cup 2018: pay-per-click advertising predictions and tips

first_img With FIFA protecting the most obvious search terms as trademarks only official brand partners can use, gaming brands need to be creative, says Blueclaw’s Martin Calvert Marketing & affiliates With FIFA protecting the most obvious search terms as trademarks only official brand partners can use, gaming brands need to be more creative, says Blueclaw’s Martin Calvert.According to Google, the term “World Cup 2014” was the most searched sport event in history, with more than 2.2bn searches. Now, with the 2018 tournament underway, marketers across all industries will have worked out how they can (sensibly) take advantage of the event.Although it’s a global phenomenon, search engine interest in the World Cup generally spikes hugely but vanishes almost as quickly. Just look at the Google Trends line for the three previous tournaments below. The major challenge for brands is how to capitalise on this large but short-lived opportunity. In AdWords, the major challenge faced is FIFA’s lockdown of copyrighted terms related to the tournament.As big an opportunity as the World Cup is for betting brands, it’s an even bigger opportunity for FIFA itself. To this end, it will clamp down hard on unofficial mentions of the copyrighted terms that their partners pay big bucks to use. FIFA’s trademarked terms are many and varied, and misuse will be swiftly identified.From obvious terms like “FIFA” and “World Cup” to less specific phrases like “Russia 2018” and “Moscow 2018”, there are limits to what can be used in marketing material.In AdWords PPC in particular, bidding on these terms is easy to identify and will very likely require FIFA to approve use of the terms as an Authorised Third Party. The question is, then, who is permitted? Here’s what FIFA has to say:“The six FIFA partners have the highest level of association with FIFA and all FIFA events as well as playing a wider role in supporting the development of football all around the world, from grassroots right up to the top level at the FIFA World Cup.“The main rights for a sponsor in this tier are brand association, the use of selected marketing assets and media exposure, as well as ticketing and hospitality offers for the events.“FIFA World Cup Sponsors have rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis.“The National Supporter level is the final level of FIFA’s sponsorship structure, allowing companies with roots in the host country of each FIFA event to promote an association in the domestic market.”So, what do you do if you aren’t one of these brand partners? Firstly, it’s important to note that there is some flexibility in bidding on trademark or brand terms where the term itself is not featured in the body of the advert.Technically, this means you should be able to bid on terms like “Russia World Cup” with ad copy that simply offers, for example, football betting or tips with no specific reference to the tournament.Even so, there’s evidence to suggest that Google is more stringent than usual about brand term bidding during major sporting events such as the World Cup.It all comes down to who pays who. Official brand partners, which pay FIFA for the rights to use trademark terms, complain to football’s governing body, while FIFA itself complains to Google, which relies on being able to enforce trademark protections to continue as a leading platform.In our opinion, restrictions on trademarks associated with the World Cup will lead to two things: first, a lot of headaches for companies that have not done their research, and second an AdWords landscape dominated by official partners which, like McDonald’s, really don’t have a strong and direct relationship to the sport.For marketers in betting and gaming, it’s not enough to just rely on Google to fairly enforce its normal policies. During the World Cup, the official brands get the run of things and gaming brands need to be more creative.For gambling, the terms with the highest propensity to convert are always ones using “bet” and “betting” prefixes. They will naturally be more competitive, so it then comes down to how strong an offer your brand has.Brand loyalty is not as strong for events such as the World Cup, so a strong offer can make the difference — if the company can afford it.For marketers in sports betting, we have several recommendations:1. Avoid official trademarks – and think about terms that show ‘intent to bet’A lot of official terms may be off limits, but that doesn’t mean you can’t get creative with the name of participating countries and players.More than this, while the search volume for the World Cup and related terms is huge, only a proportion of that traffic will ever choose to place a bet. So the more specific your ads are about the types of bets that people might want to try during the tournament, the more successful you will be. Clearly, this means thinking more about players and their interests and appetites than the tournament itself.A great starting point if you are an operator is to look back at previous football tournaments and consider this: was there anything different about the types of bets made or the traffic that visited your site?The more closely you can meet player requirements, the more scope there is to indirectly profit from the World Cup – without ever actually mentioning it.Furthermore, the better your ability to identify profitable terms not specifically related to the World Cup as part of your keyword methodology, the more scope there is to avoid bidding wars where costs-per-click hit crazy levels driven by World Cup traffic.The big brands will still get solid volume based on their branding. However, it is a chance for others to gain some market share if they can afford a strong offer. A solid World Cup in acquisitions can make all the difference for the next six to 12 months on a sportsbook client. And while the lifetime value of these new acquisitions is generally lower than other times of the year, the sheer volume more than offsets it.2. Focus on players, nations and real-time performanceIt’s widely known that “unofficial” sponsors will still be very visible thanks to them sponsoring various things such as national kits and, of course, players themselves.Naturally, some brands do go overboard. At Euro 2012, for instance, Paddy Power cheekily sponsored Denmark’s Nicklas Bendtner to visibly wear his ‘lucky’ Paddy Power pants – and got him fined as result.In today’s mobile-first world, we’re used to making single-word searches and hoping that Google is smart enough to figure out the rest. Bidding on particular player or country names could therefore be a fruitful strategy if we can anticipate customers might be looking for bets related to in-game activity.Mobile is expected to be the highest driver of volume. It’s a time when brand CPC’s are likely to inflate given increased competition. Further to that, generic searches around teams, goal scorers and accas all see a rise in impressions.It’s an approach that requires care to not waste ad spend, but given the size of the World Cup opportunity, it’s worthy of solid investigation.3. Take advantage of competitor effortsAs a sports betting brand, you’re not the only company that is battling to take full advantage of the AdWords opportunity presented by the 2018 tournament.For that reason, it’s worth taking an especially close look at competitor campaigns – paid and otherwise – to be inspired by approaches that you may not have considered.Apply the learnings that make sense and get a better awareness of who you’re up against and your AdWords strategy will stay grounded and focused on practical opportunities.Much like during Cheltenham and the Grand National, with a mega-event like the World Cup, there is always a heavy focus on offers used in ad creative and copy. So pay attention to what competitors are doing, and use whatever leverage you have in terms of creativity or offers to win profitable traffic.4. Investigate paid social and target the player, not the keywordKnowing your potential customer is important and opens new ways to get around trademark restrictions.If your own data is telling you that certain demographics have a higher-than-usual propensity to bet during the World Cup, apply that insight to the most cost-effective channels to reach these audiences.By targeting the player – and not a trademarked term – there is scope to increase deposits without getting into hot water.Search volume is directly linked in different regions to the progress of local teams. So the further the Three Lions progress, the more we’ll see PPC opportunities in England.It is therefore essential to adapt in an agile way as the tournament develops, focusing in on the audiences who will become more likely to bet, and avoiding the audiences who will become less likely to bet, to maximise your ROI.These are just a few approaches to take in PPC. Moreover, a lot of what we at Blueclaw advise for global football tournaments also applies to other mega-events where huge audiences, impassioned fans and the richest rewards come together.Martin Calvert is marketing director at Blueclaw, a betting and gaming-focused SEO, content marketing, PPC and social PR agency. Martin heads up Blueclaw’s internal marketing team and performs a strategic role on behalf of a number of key clients.Related articles: Round table: World Cup strategies (paywall) 888Sport top for World Cup betting (paywall) World Cup: And the winner is… (paywall) World Cup 2018: pay-per-click advertising predictions and tips Subscribe to the iGaming newsletter AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitter Regions: Europe Tags: Online Gambling Topics: Marketing & affiliates Sports betting 14th June 2018 | By Joanne Christie Email Addresslast_img read more

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UKGC sets out expanded plans to protect children

first_img27th June 2018 | By contenteditor AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitter Bingo The UK Gambling Commission (UKGC) has unveiled further commitments to protect both children and young people from the dangers of gambling The UK Gambling Commission (UKGC) has unveiled further commitments to protect both children and young people from the dangers of gambling. Building on its existing efforts, the national regulator has worked in partnership with expert advisers and the Responsible Gambling Strategy Board (RGSB) to identify areas for improvement. The UKGC has pledged to focus on access and exposure to gambling by children and young people, as well as digital and online risks, preventative education and treatment, and evidence collection and consumer engagement. Tim Miller, executive director at the UKGC, said: “We have a strong commitment to protecting children and young people from the harm gambling can pose – it’s at the heart of how we regulate. “We asked our expert advisers, the Responsible Gambling Strategy Board, to consider this critical theme. “The advice helps us to refocus and reinforce what we are doing already, and what we need to do next. For example, this year we will be carrying out targeted compliance and enforcement activity to identify and tackle any weaknesses in the age verification processes.” Miller added: “Safeguarding children in a digital age is complex, and what both RGSB and our research has highlighted is that it takes a multi-faceted approach by us, government, educators, gambling firms and parents. “It will take firm ongoing commitments from the Commission as gambling regulator, but also from all of those with a part to play.”Related article: UK to cut FOBT stake to £2 and raise remote tax Topics: Casino & games Sports betting Strategy Bingo Poker Tags: Card Rooms and Poker Mobile Online Gambling OTB and Betting Shops Subscribe to the iGaming newsletter Regions: UK & Ireland UKGC sets out expanded plans to protect children Email Addresslast_img read more

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Kindred subsidiary ordered to cease operations in Norway

first_imgAddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitter Regions: Europe Nordics Norway Trannel International, a subsidiary of the Kindred Group, has been ordered to cease operations in Norway after being found in breach of national igaming regulations by the Norwegian Gaming Authority (Lottstift).In its ruling, Lottstift said Trannel has been operating a number of sites illegally, including Unibet, Maria Casino, Storspiller and BingoLottstift. Norsk Tipping is the only operator licensed to offer igaming in the country. Lottstift said that Trannel had also been running various other sites without a licence, but it was its opinion that these four sites in particular were aimed at players in Norway.The regulator wrote to Trannel several times to outline its concerns over its activity in the country. Trannel responded by saying that although it does not deny targeting Norway, Lottstift does not have the authority to order it to cease operations in the country.Trannel said that as it is licenced in Malta, Norwegian gaming regulations do not apply to its business in Malta, and it would challenge any ruling under European Economic Area (EEA) rules.However, Lottstift has said its regulations are seen as fully compatible with EEA rules and that they include a prohibition on overseas operators targeting players in the country.Operators seen as targeting Norway include those that run sites and offer customer services in the Norwegian language, allow transactions in Norwegian Krone, have a Norwegian name, are marketed in Norway, or adapt their systems to accept payment transactions to and from players in the country.Lottstift found evidence of these and various other factors on the four Kindred, and therefore ruled that the sites were illegally targeting Norwegian players.The regulator has now ordered Trannel to stop offering its services to players in Norway immediately or risk a heavy fine. Lottstift has also said it would contact regulators in other markets where Trannel or Kindred is active to inform them of the illegal activities.In a statement issued to iGamingBusiness.com, Kindred has said that there is no legal basis for the regulator to make such a decision and plans to appeal the ruling.“A decision that concludes that activities that are operated in another EU country, where one is authorised to operate, is illegal and goes far beyond the jurisdiction of the Gaming Authority. Norway does not have the authority to intervene against activities that are lawfully operated in other countries,” Kindred said.“Kindred Group is a company that is regulated internationally and is licensed to offer gambling. It is not illegal for Norwegians to play on games licensed from another country than Norway.“The Norwegian Gaming Authority does not have the jurisdiction to intervene against foreign operations even if one chooses to accept Norwegian customers.”The operator was one of seven hit by an order from Lottstift banning Norwegian and foreign banks from processing transactions to its site in February this year. The operator has also launched a lawsuit against the regulator, accusing it of going beyond its remit to prevent Kindred from offering online gaming services in Norway, which is due to be heard at the Oslo City Court later this year.Image: Max Pixel Topics: Legal & compliance 30th April 2019 | By contenteditor Legal & compliance Kindred subsidiary ordered to cease operations in Norway Tags: Online Gambling Trannel International, a subsidiary of Kindred Group, has been ordered to cease operations in Norway after being found in breach of national igaming regulations by the Norwegian Gaming Authority (Lottstift). Kindred continues to maintain that the regulator has no legal authority to shut down its activities in the country, and will appeal the ruling. Subscribe to the iGaming newsletter Email Addresslast_img read more

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Portugal iGaming Dashboard – Q1 2020

first_img Portugal iGaming Dashboard – Q1 2020 Casino & games Regions: Europe Western Europe Portugal Email Address AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitter Portugal’s regulated operators generated their highest ever quarterly revenue total of €69.8m in the first three months of 2020, 47% up year-on-year.This was driven by a 60% increase in year-on-year revenues from sports betting and a 56% rise from online casino. Sports betting GGR was also up on the prior quarter despite turnover of €149.1 being down on the €185.3m returned in Q4 of 2019, due to a strong 23.1% margin.Slots edged up their share of gaming turnover on the prior quarter to 70%, ahead of roulette with 13%.Poker ring games increased their share of turnover to 8% from 6% in Q4 2019.In terms of sports split, football accounted for 75% of betting turnover, well ahead of basketball with 11%.Scroll down to see the full interactive datasets.All data and figures are processed by Ficom Leisure following the the official release of the figures by Portuguese regulator the Serviço de Regulação e Inspeção de Jogos (SRIJ). Ficom Leisure is a leading European corporate advisory firm specialisedin all segments of the betting and gaming sector.Ficom Leisure provides monthly figures on the New Jersey online market in the New Jersey iGaming Dashboard and Pennsylvania in the Pennsylvania iGaming Dashboard, available on iGB North America. It also provides quarterly figures on the Spanish online market in the Spain iGaming Dashboard, on the Danish market in the Denmark iGaming Dashboard, and on the Italian market in the Italy iGaming Dashboard. Topics: Casino & games Finance Sports betting Poker Table games Tags: Card Rooms and Poker Online Gambling 7th May 2020 | By Stephen Carter Subscribe to the iGaming newsletter Portugal’s regulated operators generated their highest ever quarterly revenue total of €69.8m in the first three months of 2020, 47% up year-on-yearlast_img read more

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Right to the Source: Episode 4

first_img Subscribe to the iGaming newsletter Finance This week, Ed catches up with friend and colleague, David Henwood, Director at H2 Gambling Capital, and we get the latest Covid Tracker update from Josh. 13th August 2020 | By Aaron Noy AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitter Right to the Source: Episode 4 Email Address Podcast: Play in new window | Download Topics: Financelast_img

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Sportradar in global reorganisation to support growth plans

first_imgEduard Blonk will head up Asia Pacific as CEO on an interim basis, with support from Michael Maerz as deputy. Blonk has also been appointed chief commercial officer of the business. These include Warren Murphy, who was previously managing director of betting and gaming but will now serve as chief product officer for betting and gaming. Sportradar in global reorganisation to support growth plans As will chief technology officer Ben Burdsall, chief financial officer Alex Gersh and chief strategy officer Ulrich Harmuth. Effective from the start of January, Carsten Koerl will continue to oversee the business as group chief executive, supported by three regional CEOs around the world. Rainer Geier, formerly managing director for audio visual digital platforms and advertising solutions, will take on the role of chief product officer for sports entertainment and report to Koerl. 10th December 2020 | By Robert Fletcher Topics: Strategy Management “Our updated structure will increase our levels of customer intimacy, agility and overall responsiveness, while also leveraging our tremendous global scale.” “As the leading sports technology and innovation business in sports betting and sports entertainment, Sportradar is fully committed to delivering an unmatched experience to our customers and partners,” Koerl said. In addition to the regional CEOs, senior staff serving in a number of other roles will report to Koerl as part of the new structure.center_img Email Address Subscribe to the iGaming newsletter Strategy The provider said that the new structure will better serve the development of its global betting business, as well as the expansion of its sports entertainment vertical, the extension of its gaming and gambling content portfolio, and the development of its integrity services. Sports integrity solutions and data products provider Sportradar has announced a business-wide reorganisation of its operations, shifting towards a regionalised approach to support its future growth strategy. “This reorganisation is a critical step for the future growth of the business, and we will continue to ambitiously set the bar high in the industry,” Koerl said. Arne Rees will serve as CEO of North America, while Werner Becher, previously managing director of US betting, will oversee Sportradar’s UK, EMEA and Latin America operations as CEO for these regions. Tags: Sportradar AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitterlast_img read more

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WynnBet gains Virginia sports betting licence

first_imgOnline sports betting Topics: Legal & compliance Sports betting Licensing Online sports betting Sports betting regulation AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitter Read the full story on iGB North America. The app boasts a user friendly interface social functionality built in, designed to appeal to a broad range of bettors. Subscribe to the iGaming newsletter “We appreciate the confidence the Virginia Lottery has in our ability to deliver a world-class, online betting experience for the people of the Commonwealth of Virginia,” Wynn Resorts’ president Craig Billings said. Casino and sports betting app WynnBet has been granted a licence for the operation of online sports betting in the state of Virginia, it has been announced.center_img Tags: WynnBET Wynn Resorts A division of luxury hospitality brand Wynn Resorts, the WynnBet mobile app will be made available to sports betting enthusiasts across the state. 8th March 2021 | By contenteditor WynnBet gains Virginia sports betting licence Regions: US Virginia Email Addresslast_img read more

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Skrill scores new partnership with Leeds United

first_imgSkrill will become an official partner of the club, with its branding to feature on a range of surfaces inside the team’s Elland Road home stadium. Payments AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitter Regions: UK & Ireland Topics: Marketing & affiliates Marketing Payments Paysafe Group-owned Skrill has entered into a partnership with English Premier League football club Leeds United. Subscribe to the iGaming newsletter In addition, Leeds and Skrill will work together to develop exclusive content for fans, with this to be promoted across the club’s website, mobile app and social media channels. 12th March 2021 | By Robert Fletcher Skrill chief executive at Paysafe, Lorenzo Pellegrino, added: “We already know from our football partnerships that fans enjoy the benefits of Skrill and that our service is very relevant to them. “We will be making the most of this new relationship to add value to the club’s payment ecosystem and our own valued customer and partner base to make it a winning formula all round.” Leeds also has a partnership in place with SBOTOP, with the online gambling operator serving as the team’s main front-of-shirt sponsor. Skrill scores new partnership with Leeds United Tags: Skrill Leeds United Email Address “Both of our brands have a strong and loyal fan base in the UK and internationally, and we look forward to rewarding our fans through this partnership,” Leeds chairman Andrea Radrizzani said. Leeds will also feature Skrill as a payment option on its official online clubshop.last_img read more

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Entain and Arena Racing Company to create greyhound joint venture

first_img“We are delighted to be partnering with Arena Racing on such a comprehensive long-term deal that will give certainty to both parties for the benefit of both horse racing and greyhound racing, as well as helping them navigate the Covid challenges and emerge stronger when the world gets back to normal,” said Adrian Bower, Entain chief procurement officer. Online gambling operator Entain and Arena Racing Company announced the signing of a media rights deal and creation of a new joint venture for greyhound racing today (March 19). Subscribe to the iGaming newsletter The joint venture will produce greyhound racing content for Entain’s media channels and digital brands, as well as distributing greyhound racing content from Entain, Arena Racing and Independent Greyhound Media Group greyhound tracks. Tags: Entain Topics: Marketing & affiliates The media rights deal, which covers Arena Racing’s 16 UK racecourses, starts at the beginning of 2022 and is set to run until 31 December 2029. 19th March 2021 | By Marese O’Hagan Meanwhile, horse racing and greyhound racing rights will both be distributed to UK bookmakers sector by The Racing Partnership, and to international markets by Arena Racing subsidiary Vermantia. “This landmark deal supports Entain’s omni-channel strategy for its UK digital brands and emphasises the huge value we place on the horse racing and greyhound racing products.” Entain and Arena Racing Company to create greyhound joint venture Marketing & affiliates Regions: UK & Ireland Email Address AddThis Sharing ButtonsShare to LinkedInLinkedInShare to FacebookFacebookShare to TwitterTwitterlast_img read more

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FIA reimburses 2017 F1 entry fee to Manor Racing

first_img Previous articleAshes to go live on cruise ships, in flightsNext articleVijender to defend his title in UK Kunal DhyaniSports Tech enthusiast, he reports on Sports Tech industry and writes on sports products. Cricket TAGSF1FIAFormula oneManor Racing SHARE Cricket Facebook Twitter by Taboolaby TaboolaSponsored LinksSponsored LinksPromoted LinksPromoted LinksYou May LikeGrab the Redeem Code just released for Wilderness Hunter UMP & Shimmy Emote before it expires, Garena Free Fire India ‘Rampage Party Giveaway Day 2’Garena Free Fire Redeem Codes Rewards of 15th June: Easy ways to redeem Free Fire active code check new list of codeGarena Free Fire Redeem Code of 15th June, OB28 Update AnnouncedJust Racing Services Limited, the company within the Manor Group responsible for servicing the team went into administration in January this year and ceased trading later that month. Consequently, the team did not take any part in the 2017 ChampionshipThe FIA has therefore decided to return the entry fee. However, the governing body for motorsports has withheld administrative costs incurred by the Federation as part of the entry process. The outstanding amount has been paid to Manor Group as a gesture of goodwill to assist in payment of outstanding debts. YourBump15 Actors That Hollywood Banned For LifeYourBump|SponsoredSponsoredDaily FunnyFemale Athlete Fails You Can’t Look Away FromDaily Funny|SponsoredSponsoredDefinitionTime Was Not Kind To These 28 CelebritiesDefinition|SponsoredSponsoredMaternity WeekA Letter From The Devil Written By A Possessed Nun In 1676 Has Been TranslatedMaternity Week|SponsoredSponsoredPost FunThese Twins Were Named “Most Beautiful In The World,” Wait Until You See Them TodayPost Fun|SponsoredSponsoredMisterStoryWoman Files For Divorce After Seeing This Photo – Can You See Why?MisterStory|SponsoredSponsored Latest Sports NewsSports BusinessNewsSport Cricket Cricket FIA reimburses 2017 F1 entry fee to Manor Racing Formula 1 Euro 2020, Switzerland vs Turkey LIVE: Switzerland to punish hapless Turkey; Follow Live Updates Cricket Share on Facebook Tweet on Twitter Football F1 French GP 2021 Live: Sergio Perez overtakes Bottas for 3rd place, 4 laps to go; Follow Live Updates WTC Final LIVE: Muttiah Muralitharan voted ‘Greatest Men’s Test Bowler’ of 21st century Latest Sports News Tokyo Olympics: BCCI provides fuel in Indian Olympic flame, to contribute Rs 10 crore WTC Final Live- Ind vs NZ: Kyle Jamieson bags 5th five-wicket haul in 8th Test, rattles India in WTC final WTC Final LIVE: Impatient Rishabh Pant throws away his wicket and Twitterati can’t keep quiet; check hilarious memes ISL: Sunil Chhetri extends Bengaluru FC stay until 2023 Cricket WI vs SA 2nd Test Day 3 Live: Start delayed due to rain, SA lead by 149 runs – Follow Live Updates PSL 2021 Playoffs: Schedule, Timing, LIVE streaming, list of champions; all you need to know RELATED ARTICLESMORE FROM AUTHOR Bengaluru By Kunal Dhyani – November 21, 2017 FIFA has returned the entry fee to Manor Racing following closure of team prior to the start of the 2017 FIA Formula One World ChampionshipThe Fédération Internationale de l’Automobile (FIA) has returned the entry fee paid by Manor Grand Prix Racing Limited in November 2016 in order to be able to participate in the 2017 FIA Formula One World Championship. Tokyo Olympics: BCCI mulls providing financial support to Tokyo-bound athletes; decision in Apex Council meeting todaylast_img read more

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