A particular type of long-time achievement bet - parents having a bet on their children achieving something in their life - has increased tenfold in the past five years, according to Ladbrokes.
"Parents betting on their children's future successes is as popular as betting on the final of the X Factor," says Jessica Bridge, from the firm.
...it's not all about sporting prowess, he says. Many parents will place bets that their children will pass a particular exam. And then there was the grandmother who thought her granddaughter so beautiful that she wagered she would grace the front cover of a leading fashion magazine.
"People do it for a variety of reasons," says Sharpe. "They are demonstrating that they have real faith in someone - have every confidence in them. They may be using it as an incentive. Or it could just be a bit of fun. Something to talk about, or put on the wall.