William Hill linked with Tom Waterhouse deal

William Hill is reportedly in talks to acquire Australian online bookie Tom Waterhouse.

A source told eGR the British operator has already agreed a price for the buy-out and is currently negotiating within a 30-day exclusivity period.

The Australian Financial Review linked Hills with the high-profile Australian firm and said the agreement could be worth as much AUD$150m. However eGaming Review understands the fee is likely to be substantially less.

A spokesman for William Hill was unavailable for comment at the time of writing.

The deal would represent a second significant acquisition for Hills in the market, having already purchased Sportingbet’s Australian business earlier this year.

Tom Waterhouse was launched in 2010 and has quickly become a recognisable brand due to large marketing investment, most recently including a five-year deal to become the official gambling partner of the NRL worth AUD$50m.

The firm has also been at the centre of complaints over advertising of gambling odds during sports broadcasts, which has led to calls for a ban on gambling ads during sports broadcasts in Australia.

Tom Waterhouse had previously been linked with a bid from Ladbrokes.