Olympic success fuels broader betting

British bookmaker William Hill said that although the Olympics were far less significant than major football tournaments, the haul of domestic medals had fueled a surge of betting that was 'encouraging'. It added that the success of Team GB at the London Olympics would mean a development of markets in a broader range of sports.

"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 has been," a spokesman said.

"Following Team GB's amazing successes it's likely we will see the strong emergence of athletics and cycling as desirable betting events," he added.