The leading casino operator, Partouche Group SA, has branched out into the sports betting industry in London via its subsidiary Partouche Interactive. Its partner - former footballer Eric Cantona - a living legend of football in England, has helped to promote the event.

The launch of the website, known as Partouche Betting, was timed to coincide with the French football team’s entry into the European football championships and represents a total investment of approximately 1 million euros.

For the time being, French law does not allow the Partouche Group - one the biggest French casino operators - to launch such a website in France and Partouche has spent years campaigning for the right to offer its services on the Internet. The group is eagerly awaiting the forthcoming liberalisation of the online gaming market in France.