In about 1660, Radisson and Groseilliers, two explorers and fur traders, made their way to Chequamegon Bay. They started a French fur trading post on the island, which they then considered part of New France, although it was traditional territory of the Anishinaabeg and previous indigenous cultures. From about 1660 through 1763, a fierce rivalry grew between France and Great Britain in North America, as each European power struggled to expand its fur-trading territories and control the lucrative fur trade. As part of the Seven Years' War, British and French regular and mostly colonial forces, together with assorted Indian allies, fought in North America. With the British victory, France ceded all its territories east of the Mississippi River.