Just listened back to Tony Bloom's answer when he was on the excellent Albion Roar in October.
Basically, they got very little interest from the betting companies, and for what was involved, all parties felt it was going to be a loss-maker. So the club turned what was going to be betting kiosks into 'Pie & Beer' kiosks, which are far more lucrative.
Know which way I'd rather lose my money!!!!!!!!
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