WILLIAM Hill hailed the World Cup as one of the best for bookmakers in 40 years – after the tournament helped drive a 7% rise in half-year sales at its betting shops.

While the group enjoyed a “very strong” World Cup performance across its retail estate in June, this was offset by its worst-ever Royal Ascot.

It suffered losses on the horse racing event, which followed a weak Grand National for the group in April. That left betting shop operating profits about 8% lower in the first half of the year.

Chief executive Ralph Topping said: “Whilst it was our worst ever Royal Ascot, with a loss on the meeting, the World Cup proved to be one of the best for bookmakers in 40 years.

“Overall, we have seen a good group performance in the period, with a particularly strong contribution from William Hill Online.”

The group expects to hold overall underlying earnings firm in the half-year – at about £135m and better than the £134.6m seen a year earlier.

William Hill Online lifted sales by about 24%. It estimates a 43% rise in operating profits for the 26 weeks to June 29.

William Hill’s retail performance was also boosted by the roll-out of a new generation of gaming machines.

Telephone betting revenues suffered – slumping by about a third in the half-year – after a disappointing Royal Ascot and Grand National season.

William Hill said it had been disadvantaged by tax breaks offered to rivals, such as Irish offshore telephone betting groups.

However, the World Cup was a bumper one for the industry, with a record £1bn betting spree during the tournament.

It generated the highest-ever betting turnover, as well as some spectacular punts from high-rolling gamblers.

Bookies also benefited from patriotic bets on a poor England team.