The Ukraine – England World Cup 2010 qualifier match on 10 October will for the first time ever, sell exclusively for internet broadcast and will be made available to UK gamblers through online betting websites.

Watchandbet service, run by the Perform Group who is the rights holder, sells live sports content for online broadcast to the larger online bookmakers, is now in talks with the main UK publishing companies, ISP’s and online casino gambling operators about selling them the rights to use the content on their services. The company normally sells broadcasting rights to online gambling operators outside the country, but is in talks with UK bookmakers to try and strike an exclusive deal to sports betting to UK betters. Simon Denyer, joint chief executive of Perform Group, said: “The game will be available worldwide to non-UK markets as normal but possibly also to a UK audience as part of an official betting partnership agreement for that event. The interest generated by the England football team is always huge and we are very excited at the prospect of a competitive England fixture being available on the internet only for the first time ever.” England already qualified for the World Cup 2010 in South Africa but therefore can use the Ukraine game as a good chance to see what kind of profits they could generate if their casino games are being broadcast on the internet. The game will only be available via pay-per-view or via promotional agreements on websites of both publishers and ISP’s.