by Renee Israel
William Hill betting group, in an extraordinary act of good sportsmanship, announced that it would be honouring bets on the controversial goal scored by Frank Lampard in the England vs Germany World Cup match over the weekend.
The goal crossed the line and this was clearly seen by everyone watching the match on TV.
However, both the linesman and the referee ruled out the goal, leading to objections and outcries.
Even Joachim Loew, the German coach, commented that the goal was good after he watched the replay at the end of the match.
It was later determined that the decision cost England an important goal, but would not have been enough to save the team from its disastrous loss against Germany and the end of its FIFA 2010 World Cup career.
William Hill, recognizing that English teams needed a boost to their morale, decided to pay out on the Lampard goal, despite the fact that - technically - it didn't count.
"It will cost us a six figure sum," said Graham Sharpe, speaking for William Hill.
The incident reignited once more the debate on whether video technology should be introduced at major tournaments such as the World Cup.
While FIFA continues to fight against the introduction of instant replay technology at the World Cup in Brazil, 2014, the Lampard goal certainly makes a good case in favour of its use.
Bookies are offering odds that this type of technology will be used at future matches, with Paddy Power offering odds of 5/4 that it will be used at Euro 2012 and 7/1 that it will be introduced for the 2010/11 Premier League campaign.