The success of British athletes at the London 2012 Olympics has translated into excellent revenues for British bookmakers. The British have outperformed all expectations in these Olympics by winning seven gold medals in cycling as well as three track and field events. The success of British sportsmen has led to a renewed interest in sports and to sports-betting in particular. Of course bookmakers are always looking to maximize all avenues and have used the Olympic success to promote and develop other sports like tennis and football.

According to William Hill who are the largest British bookmaker their earnings were excellent but way down on the World Cup and Euro Championships.

The spokeperson from William Hill was quoted as saying, “Whilst turnover levels are not in the same league as the likes of the Euros or a World Cup, we have been pleased with how popular the Olympics have been. Following Team GB’s amazing successes it’s likely we will see the strong emergence of athletics and cycling as desirable betting events.”

For Betfair betting doubled in volume from that of the Beijing 2008 Olympics. Mobile betting has been promoted heavily by all bookmakers and is seen as the area with the most growth potential.

Just to put things in perspective it is estimated that over 19,000 people placed bets on Usain Bolt winning the 100m which is about the same amount of money traded in a Premier League Football match.

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