UK Internet betting company sportingbet.com has entered the North American market, offering regular National Football League (NFL) lines. It is the first British company to enter this market.

"We see the American market as one which will enjoy the security of betting with a fully regulated British licensed company," said Mark Blandford, managing director of sportingbet.com's parent company NetBet (UK) plc.

"We look forward to being of service not only to our existing North American customers, but to new customers all over the world."

Based in Alderney, in the British Channel Islands, sportingbet.com was first launched in August 1998, and its parent company was floated on the OFEX market in February 1999.

Mark Blandford went on to say that the launch into North America was the latest step in a programme to provide a global on-line betting service.

"We expect to extend the service even further by offering lines on the MLB (Major League Baseball) in the next few weeks," he added.