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Interactive


BETTING ON SPORTS AMERICA APRIL 28-30, 2020


Monumental achievement: William Hill US


Recently, William Hill announced the opening of a sportsbook at the Capital One Arena in Washington D.C., a venue owned by Monumental Sports & Entertainment and the first to open inside a professional sports venue in the US


Joe Asher, CEO, William Hill US


Joe Asher has been CEO of William Hill US since 2012, when William Hill acquired Brandywine Bookmaking, a company Asher created. Brandywine was a pure startup, which Asher launched in 2008 under the brand name Lucky’s Race & Sports Books after he relocated to Las Vegas from New York. Asher has a long background in the gaming industry and a lifelong passion for the race and sports betting business. Starting when he was a teenager, Asher held management positions at several racetracks, including Brandywine Raceway, Dover Downs, Harrington Raceway and Foxboro Raceway. Previously, Asher was an attorney with Skadden, Arps, Slate, Meagher & Flom. Asher is a graduate of the University of Delaware and the Delaware Law School of Widener University, magna cum laude, served a judicial clerkship with the Supreme Court of Delaware and was admitted to the bar in Delaware and New York.


Betting On Sports America April 28-30, 2020 Meadowlands Exposition Centre New Jersey, US


Ahead of Betting on Sports America, G3 interviews speaker Joseph Asher, CEO of William Hill US, about the agreement with Monumental and in-arena betting


Could you tell us a more about the agreement with Monumental?


We are really excited about our agreement with Monumental Sports & Entertainment to build a sports book inside the Capital One Arena in Washington, D.C. Situated between the White House and the US Capitol, the arena sits atop one of the busiest Metro stations in the country. Te arena is a cornerstone of the city’s entertainment landscape and has been central to the revitalisation of Washington’s Chinatown neighbourhood in recent years.


Te Capital One Arena is home to NHL’s Washington Capitals and NBA’s Washington Wizards, two teams which attract big crowds. However, it is important to us that we are not only focused on the four or five hours sports fans are in the venue on game days.


We want the venue to be about more than just placing a bet. To do this, we are stepping back to look at the entire guest experience. For example, we are currently looking to sign a food and beverage partner to ensure our in-arena sports book offers something for all sports fans.


P106 NEWSWIRE / INTERACTIVE / MARKET DATA


Do you see the partnership as a trailblazer for in-arena betting in Washington?


I see our sports book as an important venue for the entire sports betting industry, not just for William Hill. Given the venue is in a piece of prime real estate at the very heart of the nation’s Capitol, policy makers will visit and pass by, as will representatives of foreign governments, congressmen, executives, as well as sports fans.


What does an in-arena sportsbook provide for sports fans other than a convenient wager?


It is very different from a British retail sports book. I think it somewhat does it a disservice by us calling it a retail sports book. It’s an experience. It is somewhere you can mingle with friends, go on a date and offers a fantastic way to spend a few hours. If you want to make a bet, you can easily put a bet down, but it is not only about betting.


What marketing opportunities does an in-arena sportsbook offer?


It’s important for a number of reasons. Te visibility it offers provides a great opportunity. A huge number of people will pass by or through the building on an annual basis. Every day we will be introducing people to William Hill who may not have heard of us before. Undoubtedly, it is the marquee location in DC. It also is an opportunity to create something special for sports betting as a whole. For many people, this may be their first introduction to the sports betting industry.


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