Major UK operator predicts big revenue rise for Rugby World Cup

Major UK operator predicts big revenue rise for Rugby World Cup

Friday, September 18, 2015 Totally Gaming
William Hill expects figure wagered on tournament to double in comparison with 2011 edition

William Hill spokesman Rupert Adams has told that betting turnover for the Rugby World Cup could be double the figure recorded four years ago.

The tournament gets underway today (Friday) with England playing Fiji, and Adams believes that as much as £100m (€137.0m/$154.9m) could be wagered across the UK over the course of the 48 games.

The fact that the tournament is taking place in England will play a major role, not least because the 2011 event was staged in New Zealand, with games being shown in Europe in the early morning.

“We are hoping that we will see double the turnover of the last World Cup,” Adams told

“Obviously the timings are excellent. England is the host nation and it is on terrestrial TV, which we believe will be massive in pubs.

“Rugby punters are not necessarily normal football/racing customers so we should be welcoming a number of new customers into our shops.”

William Hill is expecting to take £20m itself, which shows the strength of the Rugby World Cup brand in comparison with the sport’s other tournaments.

However, Adams said that with 26 per cent of punters backing England to win, bookmakers are praying that one of the other favourites comes out on top.

He said: “Rugby is not a big one for us, with even the Six Nationals relatively quiet.

“England are all the rage at present and if they win, it will be the biggest payout in rugby betting history.”


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