Bookmakers were enticing customers with a varied range of free bets and special offers throughout the 2010 World Cup in the expectation of beating all previous betting records on a major sporting event.
William Hill are set to reveal its share of the World Cup takings, estimated at around £1 billion world wide, when the company provides its next trading update tomorrow.
FIFA’s showpiece event is a huge cash generator around the globe and bookmakers have competed hard to provide value for punters who have made it the biggest gambling event of all time.
Not only generating record betting turnover there have been some spectacular punts from high-rolling gamblers and Spain’s victory earned one customer £275,000.
Results in the knock out stages provided little in the way of shocks to boost bookmakers’ coffers but they got off to a profitable start with a mixed bag of results in the group stages.
As European Champions, Spain were always well fancied to win the tournament and did so as the only team to lose their opening game - bookmakers cleaning up with their defeat to Switzerland.
William Hill hoovered up the patriotic bets on a poor England team and tournament favourites Brazil who disappointed when losing to Holland in the quarter finals.
Early exits for former World Cup winners Italy and France also did well for their profits on the event.
Already the firm are looking ahead to the next major football tournaments and they have installed Spain at odds of 7/2 to win Euro 2012 and hosts Brazil are their 2014 World Cup favourites at 7/2.