Betfair becomes Bitefair in wake of Suarez ban

FIFA has found an unlikely ally ahead of tomorrow’s Colombia v Uruguay encounter. Amidst Bitgate, Betfair will rebrand across all platforms to show its support for the ban imposed on embattled star striker Luis Suarez.

The betting exchange said it encourages the “thrill, excitement and fair play of sport” and will be calling itself Bitefair. The rebrand went live today and will see the operator change its desktop and mobile logos, twitter handle and name, onsite banners, and CRM headings.

A spokesperson added: “It’s a significant and reactive move to an act which has created much humour and consternation.

“Across twitter Bitefair will continue to push content on the day of the match focused on Suarez and his Uruguayan team mates, many of who refuse to believe that what he did as wrong. #ThisIsNotPlay.” The bookmaker is also offering odds on whether Suarez will play another competitive match for the Reds, and if he’ll bite again in the next year.

The playmaker clashed with Italy’s Giorgio Chiellini in the 79^th minute of their 1-0 win at the Estadio das Dunas, biting the defender’s shoulder in an off the ball incident missed by match officials.