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Pulse


US SPORTS BETTING JOE ASHER INTERVIEW


Joe Asher: My decade with William Hill


Lost amidst the noise surrounding the completion of William Hill’s €4bn acquisition by Caesars Ent. on April 22, Joe Asher, CEO of William Hill US, quietly slipped out the door.


Under Joe’s leadership, William Hill expanded from its birthplace of Nevada to operate in more than 160 locations across 15 states, taking one in every four sports bets placed in the country. Despite his successful tenure, Caesars did not prepare a formal statement regarding Joe’s departure.


In a candid interview with G3, Joe looks back on his tenure, the acquisition and the future of the William Hill brand. Te former CEO, whose LinkedIn description now reads ‘Unemployed!’, also discusses the swell of stateside M&A activity and his future in the industry.


BITTERSWEET


In 2011, William Hill acquired three American businesses - American Wagering, Inc., Cal Neva Sportsbook Operations, and Brandywine Bookmaking, where Joe served as President and CEO. Looking back over the last decade, Joe details his overriding emotions on his time at the company and parting ways.


“I feel good about the sale of the business to the biggest casino company in the world, but it’s bittersweet – I’ll miss the people. It’s nice to have all that weight off my shoulders and to be out of the grind. It’s a grind when you are running a business of this nature.”


P92 WIRE / PULSE / INSIGHT / REPORTS


“Te business has come a long way. I remember looking at the initial projections in the William Hill Board paper to approve the deals - which I didn’t see before it was presented - thinking ‘we’ll never do that well. We won’t make those numbers.’ We went on to surpass them every year.


“Overall, it was a great run. Te business grew massively, and we built a really great team of people. Mobile drove the growth, but we maintained a strong retail business in Nevada and were always seeking further expansion opportunities. After PASPA was overturned, there was hyper expansion as various states legalised sports betting.


“I take great pride in what we accomplished over the nine years. It was an unbelievable run going back to when I started Brandywine and the sale to William Hill. I remember very well the period between us signing the deal to sell and the dealing closing.


“I feel good about the sale of the business to the biggest casino company in the world, but it’s bittersweet – I’ll miss the people. It’s nice to have all that weight off my shoulders and to be out of the grind. It’s a grind when you are running a business of this nature. You are all-in. It’s nice to have a breather to consider what to do in the next chapter.


“One of my favourite stories is when I met Ralph Topping, CEO of William Hill at the time, for a meeting with some analysts in London to talk about the US market. During the meeting, someone asked what the name of the company was going to be for its US facing business.


“I said: ‘Well, the Leroy’s brand is pretty widely


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