Bookmaking firm Paddy Power is reporting a 27 per cent increase in the number of bets being made on GAA matches among its British punters since Sky Sports started showing live hurling and football.

The news comes after 427,000 British viewers tuned into Sky Sports for last Sunday's pulsating drawn All-Ireland hurling final between Tipperary and Kilkenny.

"Once a sport is televised, it always increases the amount of money wagered on it," Paddy Power PR manager Feilim Mac An Iomaire told the sports betting website SBC News

"A quick glance at our figures shows that the British public's interest in GAA has certainly increased since the Sky deal."

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