One of the largest UK bookmakers, William Hill, is set to lose tens of millions of pounds following England's win in the 2024 European Championship final.
The company revealed that fans showed overwhelming support for the English football team by placing numerous bets on their victory through the William Hill platform.
UK gamblers expressed confidence in their team's capabilities, with odds of 4/1, making England a popular choice for punters.
Simultaneously, the operator emphasised that it was providing a price guarantee for the entirety of EURO 2024. "By promising the maximum price before the tournament began, an England win could potentially result in a loss amounting to seven figures," explained Lee Phelps, a representative from William Hill.
“We expect to see historically high turnover on Sunday and, yes, we understand that most of this money will fall on the shoulders of the Three Lions, it will be very expensive,” he added.
On the other hand, there are also additional bets to consider. For instance, should England captain Harry Kane emerge as the top scorer of the tournament, the operator stands to face significant losses. This outcome would prove to be the most costly one in this particular area for the operator. Furthermore, a win by the English team against the Spanish side would result in one of the biggest payouts ever recorded by bookmakers in the history of football betting at William Hill.
But the British would not be British if they did not remember their traditions. “It would be great to see football finally come home, even if it costs the UK betting industry tens of millions of pounds,” Phelps concluded.
