William Hill, the UK’s biggest bookmaker, is giving away £1 million in free football bets throughout January, and is also running a competition with a six-night, all-expenses-paid trip for two people to watch England play in the World Cup Finals in South Africa as the prize.

The four-week campaign, which is aimed at increasing William Hill’s market share of football betting by directly targeting competitor customers, has been devised by William Hill’s retail marketing agency, Billington Cartmell.

Throughout January, all customers spending more than £10 on football betting on Saturdays will be given a free £2 bet voucher for the following week.

The free bets are different each week, covering events such as the Carling Cup Final and the Irish Lottery, and all redeemed vouchers will be entered into a special prize draw put together by Billington Cartmell, with the World Cup trip as the prize.

Both the free bet vouchers and the South Africa top prize will be heavily promoted on posters appearing in William Hill shop windows throughout January.