More betting opportunities are boosting the bookie's fortunes

The news comes a day after the UK high street group saw its shares double in value from the level at which they were floated 18 months ago.

William Hill said a close finish to the English football Premiership title race in 2003 had fuelled punter interest.

The firm's horse racing operations have also expanded with the introduction of computer-generated racing.

'Excellent trading'

William Hill added that telephone gambling had continued to produce profits growth.

The company operates three divisions - betting shops, telephone gambling, and an interactive division that allows customers to place bets via the internet.

Chief executive David Harding said: "The group has had an excellent trading year and all three divisions have delivered good levels of growth in gross win and profitability."

Analysts expect William Hill to double its pre-tax profits to �167.7m ($307m) for the year to 30 December.

The company said it planned to expand the number of betting opportunities in 2004, including opening its betting shops in the UK on 90% of Sundays.

New products

On Thursday, William Hill's shares hit 450p - giving the company a market value of �1.9bn.

The company's shares have climbed steadily since early 2003, pausing only last autumn while questions over the future of in-shop betting terminals were resolved.

The firm has attributed rising profits to the rollout of betting terminals and new products including virtual greyhound racing and online poker.