"The last World Cup came close to producing a one billion pounds turnover but we have no doubt the 2010 tournament will smash through the barrier and go well beyond," said William Hill spokesman Graham Sharpe in a news release.
"The excitement and interest surrounding the tournament is at an all-time high and it looks the most open World Cup for many years which will enhance the betting interest."
England, drawn against United States, Slovenia and Algeria in Group C, are quoted at 5-1 to win the trophy for the first time since 1966.
(Published 05 December 2009, 17:05 IST)
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