Ladbrokes' soon-to-depart chief executive Chris Bell estimates that football fans will wager around £750 million on this year's World Cup football in South Africa - a 50% increase on bets placed on the last World Cup epic.
Speaking to the Financial Times this week, Bell said: "It's statistically proven that each World Cup is bigger than the last. This one will be particularly good because it's in the right time zone - South Africa is an hour ahead of the UK - so all the matches will be on TV."
Despite his bullish predictions, Bell said that trading conditions in 2010 were generally likely to remain difficult following a tough year.
Source: InfoPowa News