William Hill Rides Success of World Cup

British bookmaker William Hill continues to ride the success of the 2010 FIFA World Cup, securing record profits in the first half of the year.

A record £1 billion was wagered on the month-long competition in June and July, making it the biggest ever gambling event when measures in bookmakers' turnover.

For William Hill, this translated to a 24 percent jump in online sales in the first half of the year, and a 43 percent rise in total profits.

But while the World Cup is over for another four years, William Hill's sports promotions continue unabated.

One innovative feature of its website is its In-Play Radio channel, accessible with just a simple click on the side bar of any sports odds screen. The channel covers scores from around the globe from matches that feature in William Hill's in-play betting.

Sports for live betting include soccer from around Europe, ATP and WTA tournaments, and matches from all the major American sports leagues.

Launched in May, the channel also includes exclusive betting updates, previews, predictions and commentary, brought straight to the listener from William Hill studios in Leeds.