“Fred Done had been a bookmaker for more than three decades, with more than 100 betting shops across the north west of England, before he unwittingly stumbled upon a brilliant but expensive way to make more people aware of his brand. In March 1998 he announced he was paying out early on the Premier Leaguetitle race. Manchester United were 11 points clear of second-placed Blackburn Rovers and 12 points clear of third-placed Arsenal. Both of the chasers had games in hand — three in Arsenal’s case — but, as far as the bookie was concerned, it was all over. …”
The Athletic (Video)