Cape Town, South Africa
Sporting Post was established in 1994, at a time when general sports betting became first legalised in South Africa. The expectation was for bookmakers (whose core business was horse racing) to embrace general sports betting, and for the sports betting market to balloon. This was not the case: bookmakers took until well into the new millennium to pick up the ball and run with it. Sports betting, and specifically betting on soccer, showed substantial growth only in the lead-up to the 2010 soccer World Cup, held in South Africa. At the time of writing, late in 2010, a vast untapped sports betting market exists in South Africa.