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				 St Julian's, just north of Valletta harbor, is dotted with tower 
				cranes as old houses make way for new high-rise apartment blocks 
				each vying for a view over a bay dotted with restaurants and 
				colorful boats. 
 The town's population has swelled with droves of North Europeans 
				who work in the booming e-gaming industry. Malta has become a 
				hub for European online gaming, which includes online sports 
				betting, web-based casinos, poker and other games.
 
 For the last 200 years the bay has taken center stage at the end 
				of August when the town holds a feast for its patron saint, St 
				Julian the Hospitaller, and a greasy pole competition is held 
				off the promenade.
 
 In the tournament, known as Gostra to the Maltese, a 16 
				meter-pole is covered by 15 liters of lard and fixed at an angle 
				from the promenade into the sea. Competitors try to grab three 
				flags at its end – a blue and white one dedicated to St Mary, a 
				yellow and white one for the Vatican, and the Belgian tricolor, 
				since St Julian is believed to have been born in the Belgian 
				town of Ath in 7AD.
 
 To the amazement of tourists, Belgian flags also dominate the 
				whole town for the four-day festival of which the Gostra is the 
				main attraction.
 
 Only those who help in the organization of the festival can take 
				part in the greasy pole challenge. Organizers say participation 
				has declined while costs, especially for insurance, have soared.
 
				
				 
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				"This is like a football team, you have to be part of the team 
				to take part," Neville Zahra one of the long-term organizers 
				said. "For me, it is part of my life."
 Participants run up the pole from as far as possible before the 
				lard and gravity take their toll. As they lose momentum and 
				traction they either dive into the sea or bravely stretch as far 
				as they can go for the flags. The watching crowd delights at the 
				awkward angles at which they invariably fall into the 
				Mediterranean. A few suffer minor injuries.
 
				
				 
				Zahra, 37, has taken part in the Gostra ever since he was a 
				child, and has gone home with several trophies and a few 
				bruises.
 "The trick is to concentrate and not to be scared of it," he 
				said. "You can get hurt, as in any sport, but you must not let 
				that get to you."
 
 (Reporting by Chris Scicluna, editing by Gavin Jones and Jane 
				Merriman)
 
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