San Francisco Frontiers - Punters surf the Olympic odds

For English bookmakers two weeks of Olympic action comes at a good time in the sporting calendar and with only an hour's time difference between France and the United Kingdom.

"The Olympics will attract plenty of interest, particularly as with the exception of Glorious Goodwood and a bit of Test cricket, there isn't an awful lot of competing sport right now," David Stevens, Head of Public Relations at Coral, told AFP.

For William Woodhams, CEO of the world's oldest bookmaker Fitzdares, the Olympics won't excite as much interest among their clients.

"We will take more bets on the tennis and football at the Olympics than all the other sports combined," he said.

"I think that speaks for itself –- although I expect people to warm into it if Britain can strike a few golds early on."

Stevens and Woodhams are at odds too when it comes to perhaps the most high-profile individual event at the Olympics -- the men's 100 metres.

"The issue with the major events like the 100 metres is that there is very often a definitive answer to 'who is the fastest?,'" said Woodhams.

"Obviously, someone can jump the gun (and be disqualified) or run badly on the day.

"But it's not horse racing. Olympians are pretty consistent, and the odds can often reflect that."

Stevens, though, believes the men's sprint could prove to be as competitive in the market as out on the track -- and many punters are backing Jamaican outsider Kishane Thompson.

"On the track, the men's 100 metres promises to be a thrilling showdown between Kishane Thompson and Noah Lyles, at 5-4 and 6-4 respectively," said Stevens.

"As a result, this could be a real hit with our customers."

- 'Cycling nerds' -

Stevens says, though, that it is the less high-profile sports that will attract punters who fancy their chances at getting one over the bookies.

"They will undoubtedly have their dedicated followers, and in some cases, let's be honest, those people will know more than we do," said Stevens.

"So whilst we're happy to take bets on these events, someone who clearly knows their Victor Montalvo (red hot favourite at 6/5) from their Jeffrey Dan Arpie (100/1 outsider) may well find we take a second look at their bets."

Woodhams says for his company the sport that seems to have attracted money outside of tennis and football is cycling.

"There are a lot of cycling nerds out there. Half the office would have the Tour De France on the TV instead of the Euros given the choice!"

Woodhams, not your archetypal CEO of a bookmaker having spent several years with French luxury giant LVMH, says the Olympics could prove to be an education for him and his staff.

"The Olympics is very much that one time every four years where we arguably know as little, or as much, as the punters," he said.

"Everyone is free to ask us for a special bet at the Olympics.

"Please do, in fact. Put our teams' knowledge to the test!"

Stevens says that anything goes.

"There is no shortage of opportunities for an odd wager, for example, fancy the Romanian men's water polo team to go all the way?" he said.

"The 500-1 is all yours!"

V.Mitchell--SFF