Super Bowl 2014 has not only winners; there are also direct and indirect losers. An American businessman, a lover of the event, threw a lot of money out the window.

This is the story of an American businessman, owner of a chain of furniture in Houston, Texas . Name: Jim McIngvale, someone player, very playful. Probably a little too much… Because to accompany the 2014 Super Bowl played in the night from Sunday to Monday, Jim McIngvale told his customers to reimburse in case of victory of Seahawks on the Denver Broncos in Super Bowl 2014.

But provided that only voluntary customers spend at least $ 6,000 in furniture and furnishings. So in Total and according to estimation of the boss, about a thousand customers took up the challenge by spending an average of $ 7,000. Alas, the team of the businessman lost the final of the Super Bowl. The Denver Broncos have won on the ground. Jim McIngvale lost in one evening, nearly $ 7 million.

7 million dollars? Insignificant for McIngvale

“Making an operation like this is something relevant because it creates trust and affinity with the customer.” McIngvale is not at all disappointed by this loss that represents only about 6 % of the annual turnover of the group. What matters to him is the media coverage of such “madness”. He even promised to put the cover in an upcoming occasion.