How To Become A Greek Oligarch In Seven Easy Steps
To become a modern Greek oligarch, you don’t need a vast shipping empire à la Onassis. You just need some seed money, a sports team or two, some media properties, a curated public image, and some quid pro quo with the SYRIZA government that once promised to crush you.
ATHENS, GREECE — Greece is a country that is famously known for its strong tradition in the maritime sector, and for its many wealthy shipowners. Names such as Onassis and Latsis have become globally known and are synonymous with great wealth and with a playboy lifestyle of mingling with the rich and famous.
Greece is also a country whose language boasts a particularly rich and diverse vocabulary. There is seemingly a Greek word for anything and everything, and one such word is “diaploki.” A uniquely Greek word, diaploki neatly sums up the specific relationship and interplay that has developed in Greece among successive governments, politicians, and big-business and media magnates.
Prior to the initial election of the purportedly “radical leftist” SYRIZA party in Greece’s parliamentary elections of January 2015, one of the party’s main campaign promises was that it would “crush” Greece’s oligarchs, who hold preeminent positions in the country’s media landscape and in such key sectors as energy, infrastructure, insurance, and of course shipping.
After SYRIZA’s election, though, an about-face quickly followed across multiple fronts, including its stance towards Greece’s oligarchs. Today, instead of “crushing” them, it is actively favoring them. Following last year’s botched television licensing attempt, in which SYRIZA was apparently going to “crush” the oligarchs by auctioning off an artificially limited number of television licenses to the very deepest pockets — in other words, those of the oligarchs — SYRIZA is trying again. It is now planning to auction off television as well as radio licenses to the highest bidders — with no provision for any non-profit, non-commercial or community broadcasters of any kind.
A new breed of corruption and “diaploki”
Amongst those who are flourishing under the reign of the SYRIZA-led coalition government, however, are not just the “old guard” of shipowner-oligarchs, such as Giannis Alafouzos (owner of Skai TV and Radio and Greece’s neoliberal newspaper of record, Kathimerini), the Kyriakou family (owners of the Antenna Media Group, including national broadcaster ANT1 Television), or the Vardinogiannis family (owners of national broadcaster Star Channel and extensive media and publishing interests). Now there is a new breed of businessmen-oligarchs who have risen to prominence under the SYRIZA regime, oligarchs who have quickly amassed holdings in the mass media and other industries, and who have access to and the ear of the current government and its personnel.
Two of Greece’s most notorious nouveau-oligarchs are Dimitris Maris and Ivan Savvidis. Maris is the CEO of one of Greece’s fastest-growing media conglomerates, 24 Media, which boasts a portfolio of numerous print, radio, and online properties. Savvidis is a Soviet-born businessman and former member of the Russian parliament, who has turned his sights on his purported country of origin, Greece — amassing there, in recent years, significant business holdings across several sectors.
Using these two nouveaux-oligarchs as examples, the following steps will describe exactly how one can become a Greek oligarch — and obtain the privileges and power that this position of status affords.
Step one: Build a business profile
In order to gain a foothold in the country’s political and economic system, the first decisive step for any budding oligarch-to-be is to construct a profile as a seemingly legitimate — or successful, at any rate — businessman.
In the case of Dimitris Maris, this successful — even if its legitimacy is arguable — business is none other than online gambling, as he is a shareholder in stoiximan.gr, one of Greece’s and Europe’s largest online gambling and sports betting operations. Founded in 2007 and based in Malta under the corporate umbrella of “Gambling Malta Ltd.,” stoiximan.gr is said to be operating in Greece with a “temporary” license (not unlike the country’s television and radio broadcast stations).
At the same time that the SYRIZA-led government is going as far as to confiscate pocket change from the already decimated bank accounts of newly impoverished Greek citizens, seizing monies owed in “back taxes,” stoiximan.gr and a few dozen other online gambling services operate in Greece with “temporary” licenses issued to offshore corporations, generating over 1 billion euros in revenue that is entirely tax-free. Indeed, in late 2016, allegations emerged that stoiximan.gr was being probed by prosecutors in Greece for tax evasion totaling over 35 million euros.
Nevertheless, stoiximan.gr continues to operate — and, as will be seen, Maris’ business empire has expanded beyond online gambling to the online- and mass-media landscape.
Ivan Savvidis took a somewhat different route to the top: he first became a Russian oligarch, before spreading his business and financial empire to Greece. Born in the former Soviet Union in what is now Georgia, Savvidis was employed in the Don State Tobacco Company in various positions. Following the collapse of the USSR, the company was privatized and Savvidis somehow emerged as its general manager. By 2012, he had entered the Forbes list of the wealthiest Russians in the world.
It was around this time that Savvidis expanded his business activity to crisis-hit Greece – a peculiar choice at face value, in light of the country’s economic instability and uncertain future, and also because there is some doubt as to whether Savvidis had ever visited or spent much time in Greece prior to this decade. As will be detailed below, his current business holdings in Greece – all acquired within the past few years – include media outlets, major infrastructural assets, tourist properties, tobacco, and soft drinks.
Step two: Purchase a sports team
Sports is politics and, in Greece, owning a sports club is a surefire way to snag power, influence, and a legion of fanatic supporters. All of Greece’s major football and basketball teams are owned by wealthy oligarchs, competing with each other both on and off the playing field.
Much more so than in North America, one’s affiliation with a sports team in Greece is treated with an almost religious fervor. This degree of support typically extends to the team’s management, ownership, and president, particularly when the team is playing well. In Greece, each major team is also affiliated with one or more sports newspapers (which have lost less of their circulation than the political press) and websites. These outlets provide not only “partisan” reporting of the team’s doings, but also full coverage of all of the owner’s other business activities. In this way, through ownership of these teams, the oligarchs in control inherit a ready-made “fan” base that will identify with and support all of the owner’s activities – support that is blindly reinforced in the athletic press.
Maris is the founder of 24 Media, which is the umbrella corporation of his various media endeavors and whose corporate website is only in English. One of Maris’ first media properties was the online portal sport24.gr, a site that — despite having been established later than other such websites in Greece, and lacking the “name brand” of the existing sports media outlets — has nevertheless managed in a short time to become perhaps the preeminent sports news website in the country.
Maris’ sports media holdings are buffered by contra.gr, a sports and lifestyle website that was bought out by 24 Media, and by radio station Sport 24 Radio, broadcasting in Athens and networked with stations throughout Greece. This, of course, is in addition to his aforementioned activity in the sports betting sector.
Savvidis followed the more traditional route, beginning in Russia, where between 2002 and 2005 he was the chairman of the FC Rostov football club, and since 2005 has been chairman of FC SKA Rostov-on-Don. In 2012 his presence in the sports world expanded to Greece, following the purchase of one of Greece’s major football clubs, PAOK FC. Having paid off the previously struggling club’s debts and enjoying the support of the pro-PAOK sports media of Thessaloniki, the city where the team is based, Savvidis inherited an immediate and automatically loyal fan base through his takeover of PAOK.
More recently, Savvidis has forayed into the world of Greece’s sports media, purchasing sports portal SDNA, while it is rumored that he is in the market to purchase another, more prominent sports website.
An additional bonus that comes from having control of or influence over the sports media is this: in Greece, such media outlets are well aware that their target audience, primarily younger adult males, are often unemployed or underemployed and wholly miserable and dissatisfied with their lives amidst the economic crisis. Largely apolitical, and wholly awestruck by the glitzy stadiums and high priced superstars of the foreign football leagues that they invariably follow, they do not miss an opportunity to put down Greece for all of its real or perceived shortcomings.
In turn, the sports media caters to this sentiment. For instance, one of 24 Media’s properties is the website oneman.gr, which exclusively targets young men with glamorous stories about life in “civilized” countries and heaps of sensationalist “only in Greece” stories — which are invariably negative. These stories are then heavily cross-promoted across 24 Media’s sports portals.
Step three: Establish or purchase media outlets
Once you’ve become a nationally known and perhaps notorious figure through your activity in the sports world, the next step is to enter the day-to-day lives of all Greeks through the purchase of or establishment of one or more mass media outlets. Having already inherited a base of popular support via the ownership of a sports club, the next step – ownership of mainstream, general-interest media and news outlets – affords oligarchs even more power and influence.
“Diaploki,” as mentioned earlier, refers to the corrupt interplay of politicians and the owners of major industries and the media. In Greece, a country that boasts a plethora of media outlets, most newspapers and broadcast stations are not profitable. Indeed, they are not necessarily intended to be profitable. The real value that they provide to their oligarch owners stems from the influence that these channels afford them. This encompasses influence over public opinion, cross-promotion of their own business and sporting activities and holdings, and, perhaps most significantly of all, influence over and pressure on politicians and the government of the day.
An old adage of those seeking or exerting influence in Greece was (and largely remains) “give me a [public works] contract or I’ll open a newspaper” – insinuating that the “dirty laundry” of the government or specific political figures would then “leak.” With most oligarchs entrenched in the construction sector, their co-owned media outlets have traditionally been employed for the purposes of pressuring governments for lucrative public contracts of all sorts. This tactic has been successful and continues to the present day, even with the supposedly left-wing SYRIZA-led government that at one time was pledging to keep the oligarchs in check.
In a sense, Maris breaks with this tradition. He did not develop, and as of yet has not turned to, holdings in sectors such as construction, banking, insurance, or heavy industry. His media properties began to grow largely in parallel with his activity in the sports gambling sector. Starting small, with a small number of online outlets such as sport24.gr and news247.gr, the 24 Media empire has dramatically grown during the years of SYRIZA’s governance of Greece.
In part, 24 Media’s strategy has been to import brand names from the United States, including launching the Greek versions of the Huffington Post, Dailymotion, and NBA.com. Following these intermediate footsteps, though, 24 Media has recently taken the big leap into radio — first through its launch of Sport 24 Radio and then, earlier this year, through the launch of news radio station “Radiofono 24/7” in the cities of Athens, Thessaloniki, Patra and Volos, with a network of affiliated stations in other parts of Greece.
Maris also expanded into the world of print in a rather peculiar fashion, through his ownership and management of the “populist-right” newspaper Dimokratia. Though, as will be shown below, Maris’ media outlets are staunchly pro-SYRIZA, Dimokratia maintains a populist-right facade while “protecting” SYRIZA and attacking its main parliamentary opposition.
In turn, SYRIZA, which at one time campaigned for social justice, looks the other way while 24 Media has earned a reputation among journalists for not insuring employees and for forcing unpaid overtime.
Aside from his influence over pro-PAOK sports media outlets, Savvidis’ first somewhat clumsy foray into the media landscape came through his participation in last year’s unconstitutional television licensing bid, touted by SYRIZA as a centerpiece in its “fight” against the oligarchs, but in which an artificially low (four) number of nationwide television licenses was auctioned off to the very highest bidders — oligarchs, in other words.
This licensing bid was struck down in late 2016 by Greece’s Council of State, the country’s highest administrative court, while Greece’s existing television stations are on the air under a regime of temporary legality.
In this bidding process, Savvidis did not initially emerge as one of the four highest bidders, but after one of the winning bidders was disqualified, Savvidis inherited that license with the fifth-highest bid. Savvidis, however, did not actually own or operate a television station, television studios, or any other similar media property. This detail temporarily became moot when the bidding process for these licenses was overturned.
Savvidis re-emerged into the media forefront in Greece this year, initially through his purchase of 19 percent of the shares of the heavily indebted and struggling Mega Channel, formerly a powerhouse in Greece’s television landscape. Along with this purchase, Savvidis also obtained the Ethnos tabloid newspaper and the Imerisia financial newspaper. This buying spree concluded – for now at least – with the purchase of 100 percent of national television broadcaster Epsilon TV in August.
In turn, management of Savvidis’ new press holdings, Ethnos and Imerisia, was quickly handed over to — who else? — Maris’ 24 Media, a coming full circle of sorts for these two budding oligarchs.
Step four: Use these media outlets as partisan propaganda organs
Savvidis and Maris have more in common than just their management deal regarding the Ethnos and Imerisia newspapers. Both of these oligarchs are unabashedly and fanatically pro-SYRIZA, as evidenced by the political stance maintained by their respective media properties.
This was apparent, for instance, upon the return of Ethnos to newsstands on September 16, following an absence of many months and under the new management of Savvidis and 24 Media.
The main front page headline of the relaunched Ethnos boasted, in large letters, of Greece’s “RETURN” to normality and its emergence out of the economic crisis under the stewardship of SYRIZA. This return to normalcy, crowed Ethnos, will be accompanied by foreign investments and by social benefits.
This banner headline was further accompanied by a front page editorial touting Greece’s turn “from fear to hope.” These headlines are, of course, laughable in light of the continued crisis Greece finds itself in and the austerity commitments the SYRIZA-led government has signed up for all the way through to 2060.
Indeed, all the outlets operated by 24 Media are notorious in Greece for their largely pro-SYRIZA tilt. On September 14 — with the SYRIZA-led government basking in the aftermath of Prime Minister Alexis Tsipras’ triumphant State of the Union speech in Thessaloniki and French President Emmanuel Macron’s official visit to Greece — news of a “relatively small” oil spill in the Saronic Gulf, off the Athenian coastline, finally made its way into the news — even though the spill had occurred on September 10 — as the oil from the spill finally began to wash up on Athens’ shores.
For news247.gr, though, this environmental disaster played second-fiddle to an exultant story about the SYRIZA government’s fruitful efforts to bolster relations with Italy and form a “southern European front.” On the front page of the relaunched Ethnos, the oil spill story was buried in the bottom right corner, accompanied by a headline that was a play on a famous Greek proverb insinuating that the uproar over the spill was an overreaction.
Such is the traditional modus operandi of media outlets in Greece: aside from exerting pressure upon governments and politicians for economic favors, these outlets are also used to shamelessly promote specific parties and particular political figures. Media outlets that “play ball” with the government of the day accordingly are afforded favors that go beyond lucrative contracts for their owners. For instance, state advertising expenditures traditionally were generously doled out not on the basis of circulation figures and audience size, but based on partisan favoritism. This practice continues today, even if outlays have dropped as a result of the crisis.
Therefore, it should come as no shock that Dimitris Maris is the founder and newly re-elected president of the Union of Online Publishers of Greece. Why is this significant? One of the highly touted initiatives of the current SYRIZA-led government is the formation of a “registry of online media outlets.” Maris, via the aforementioned Union, lobbied hard for the establishment of this registry, the primary purpose of which seems to be none other than establishing a formal structure for the allocation of state advertising monies to the online media. Those online outlets most favorable to the current government (such as 24 Media) stand to benefit the most, at least in the short term. Once again, diaploki comes full circle in Greece.
Step five: Leverage your influence to further expand your business empire
So you’ve gotten past your “entrepreneurial” stage. You’ve entered the sports world and made your presence felt in the media industry. And thanks to all of this, you have the government and key politicians in your pocket. What now? It’s time to put all that sweat and hard work to good use by leveraging your existing holdings and, even more so, your influence over the political system and over public opinion, to fatten up your business empire.
Maris has, for now at least, largely focused on feeding his online gambling operation, stoiximan.gr, which has begun sponsoring sports teams and entire leagues. For instance, stoiximan.gr is this season’s sponsor for Greece’s professional basketball league, one of the top leagues in Europe and home to perennial European powerhouses Olympiacos and Panathinaikos. And once again coming full circle, Maris’ stoiximan.gr is this season’s sponsor for Savvidis’ PAOK football club.
Savvidis, however, is quite the seasoned business figure. He got his start in the tobacco industry of the former Soviet Union – “taking over” a state-owned company that was privatized following the USSR’s collapse. This company then bought out Greek tobacco firm SEKAP, based in the northern Greek city of Xanthi, in 2013. That same year, Savvidis also took over management of the historic Macedonia Palace Hotel, with a prime location on the Thessaloniki waterfront. Earlier this year, Savvidis also took a controlling ownership share in Greek mineral water bottler Souroti. In another confluence of business and sports, Souroti is this season’s sponsor for the Greek soccer league, in which PAOK participates. And as reported by Maris’ sport24.gr, Savvidis launched a private aviation firm, Northern Wings, earlier in 2017.
Perhaps the centerpiece of Savvidis’ recent “investments” in Greece, however, derived from the privatization of the port of Thessaloniki, Greece’s second largest port. Thessaloniki serves as a strategic gateway to the Balkans, Eastern Europe and the Black Sea region, via the port’s road and rail connections to the north and the coast-to-coast Egnatia motorway linking Italy (via a ferry terminal) with Turkey.
The sell-off of Thessaloniki’s port is part of a package of privatizations imposed by Greece’s lenders in the “troika”—consisting of the European Commission, European Central Bank, and the International Monetary Fund—as part of their so-called “bailout” packages for Greece. These privatizations are faithfully being implemented by the SYRIZA-led government, which prior to its election had campaigned against the selling off of publicly-owned assets, infrastructure, services, and utilities.
And who purchased the port of Thessaloniki? You can probably see where this is going. The port’s new owner is a consortium consisting of the German private-equity firm Deutsche Invest Equity Partners, Terminal Link of France, and Belterra Investments, owned by none other than … Ivan Savvidis. In other words, Savvidis, openly a SYRIZA supporter, is one of the main buyers of a critical piece of national infrastructure being privatized by the SYRIZA-led government at the behest of its European and international lenders – despite pre-election promises to abolish such privatizations!
Put differently, it pays to cozy up to the government in charge — which will ensure that leveraging the assets you’ve worked so hard as an oligarch to attain pays dividends, in more ways than one. “Radical leftist” rhetoric is merely for the consumption of the gullible voting public. Privatizations (now euphemistically referred to as “investments”) and business deals are for the big boys in suits (with or without ties).
Step six: Cultivate a public image
Now that you, as a full-fledged Greek oligarch, have established firm footing in the business world, it’s time to cultivate that public image. Ownership of a sports team and control over major media outlets is no longer enough. Positive public relations and a sterling public image are absolute necessities at this point to keep the whole operation running smoothly.
In building his profile, Savvidis has sought to tug at the hearts and emotions of the community of Pontic Greeks, whose roots hail from the Black Sea region. Among his other positions, Savvidis is president of the Federation of Greek Communities of Russia, president of the Association of Greeks of Russia, coordinator of the World Council of Hellenes Abroad of the Former Soviet Union, deeply involved with the Greek and Russian Orthodox churches, and a regular visitor to the autonomous Orthodox monastic community of Agion Oros.
For his apparent contributions to the cause of the Pontic Greeks, a community that faced genocide at the hands of the Ottoman Turks between 1914 and 1922, Savvidis was named grand marshal of New York City’s Greek Independence Day Parade in March 2017. More significantly, while Savvidis is no longer a member of the Russian parliament, since 2012 he has been a member of Presidential Council on International Relations of the Russian Federation. A promotion, one could say, for his exemplary work. It doesn’t hurt that Vladimir Putin had long been eyeing investments for Russian firms in Greece.
Maris, like Savvidis, has also looked outward. For instance, Maris and 24 Media have sought to foster “synergies” with the Hellenic Initiative, a Greek-American organization based in New York City, one of many non-profits that developed, around the time the economic crisis began in Greece, to “assist” in Greece’s “recovery.”
Former president Bill Clinton spoke at the Hellenic Initiative’s October 2013 banquet, while Maris and other executives and journalists from 24 Media and its outlets spoke at the 2017 Delphi Economic Forum, a mind-numbing conclave with a speaker list reading like a globalist Who’s Who. Included were the Hellenic Initiative’s executive director, Mark Arey, as well as countless politicians, journalists, academics, business figures and representatives of establishment “think tanks,” every last one of which could accurately be described as pro-EU, pro-euro, pro-austerity — in a word: neoliberal.
To be more specific, what kind of crowd can you mingle with once you’ve made your way up the stepladder and established yourself as a bona fide Greek oligarch? A review of the Delphi speaker list reveals the many possibilities. These include:
- High-ranking members of the current SYRIZA-led government that once claimed to be “anti-establishment.”
- Politicians from former Greek governments who were largely responsible for laying the foundations for the present-day economic crisis (and some of whom have gone on to lofty posts in the EU or international NGOs).
- Politicians from almost every “opposition” party represented in the Greek Parliament — all of whom though, notwithstanding their “opposition,” maintain the same pro-EU, pro-euro, pro-austerity stance.
- Academics and representatives of various think tanks, whose body of work also belies a definite pro-EU, pro-euro, pro-austerity stance.
- Representatives from such institutions as NATO, the World Bank, the European Central Bank, the Trilateral Commission, and Stratfor.
- Executives from state-owned utilities, which are purportedly fiercely resisting privatization but mingling with those who wish to privatize.
- Scandal-ridden current and former members of Greece’s regulatory body for broadcasters, as well as the government ministers overseeing this “independent” body.
- EU favorites such as the former non-elected prime minister of Greece, Lucas Papademos, and the former non-elected prime minister of Italy, Mario Monti; central bankers from various countries; and representatives from various well-connected NGOs.
And, last but not least, establishment journalists at media outlets that (surprise!) are also pro-austerity, pro-euro and pro-EU in their entirety. This impounds a full slate of journalists and executives from 24 Media, including a former government minister with the “center-left” Panhellenic Socialist Movement (PASOK), Petros Efthimiou, who is now acting as executive adviser for 24 Media.
Many of these same speakers were also present at the 2017 Thessaloniki Forum. Also present? Ivan Savvidis. Who else? Representatives of, you guessed it, 24 Media! In turn, Maris attended the Northern Lights Summit in Finland (covered here by the Greek edition of the Huffington Post) earlier this year, a conclave with a stated agenda of “saving open societies and free markets” and featuring a full slate of current and past politicians, central bankers, prominent journalists, and corporate CEOs.
As is painfully (or pleasantly, depending on your point of view) evident, membership in the club of Greek oligarchs has many perks and benefits!
Step seven: Hold down the fort
You’ve made it. You’re mingling with politicians, foreign ambassadors, representatives of the EU and World Bank and NATO, and prominent journalists who gladly will do your bidding. What’s next for a Greek oligarch?
Toe the line. Hold down the fort. Don’t make waves. And make sure to strike the perfect balance between keeping the government of the day in check, and being favorable and even deferential towards it when necessary.
One way to accomplish this is to bring them on board with you, as with the previously noted example of Petros Efthimiou, formerly of PASOK (as is much of SYRIZA’s cabinet). Laudatory headlines, as seen in the aforementioned examples of Ethnos and news247.gr, are sure to score some brownie points as well.
Another way to accomplish this is through fluff interviews and profile pieces where no difficult or remotely controversial questions are posed, as seen in this recent example where Greece’s general secretary of press and communication, Lefteris Kretsos, batted softball questions, about the government’s renewed efforts to move ahead with the auctioning of television and radio licenses, out of the park. The interview, broadcast on the Maris-owned radio station Radiofono 24/7 — itself operating in violation of Greek law (unjust as it is) prohibiting news programming on a registered non-news station — was hosted by Kostas Arvanitis, formerly general manager of the SYRIZA-owned radio station Sto Kokkino.
As seen before with the issue of 24 Media’s uninsured workers and questionable labor practices, obeying the law is optional once you’ve reached this stage. It should further be noted that Radiofono 24/7’s sister station in Thessaloniki, also classified as a non-news station, went on the air on an FM frequency previously owned by SYRIZA.
On the flip side, as a self-respecting oligarch with a media empire at your disposal, you won’t waste all your airtime, column inches, or pixels only on promoting favorable governments and politicians. You now have in your hands a virtually unlimited opportunity for unchecked self-promotion without any worries about criticism or formalities such as objectivity.
Looking for a media outlet to write up a profile of yourself describing you as a “game changer” in the media sector? Look no further than your very own media outlets. Need to promote your football team’s superstar? Simply prominently emblazon the interview on the front page of your own newspaper, Ethnos. True, this is an unusual move for an Athens-based paper, as PAOK’s fan base is largely in Thessaloniki and northern Greece — and in constant rivalry with the “Athens-centric” establishment — but who cares? You’re the boss!
Need to promote your newly-purchased newspaper, as in the case of Ethnos? Look no further than a friend and partner, as seen in this sport24.gr write-up for the aforementioned Ethnos interview. After all, what are friends and business partners for?
There you have it, easy as pie. Just follow these seven simple steps and you, too, can become a Greek oligarch!
Top photo | Ivan Savvidis poses for an Instagram photo.
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About the author
Michael Nevradakis is a Ph D candidate in media studies at the University of Texas at Austin and a US Fulbright Scholar presently based in Athens, Greece. Michael is also an independent journalist and is the host of Dialogos Radio, a weekly radio program featuring interviews and coverage of current events in Greece.