Advantage William Hill In Australia Following Tennis Sponsorship

Advantage William Hill In Australia Following Tennis Sponsorship

The Australian Open is the first of four major Tennis Grand Slams and takes place annually during the last two weeks of January.

In late October 2015, Tom Waterhouse, (William Hill Australia’s CEO) announced that they would be the first ever betting partner to sponsor the Australian Open. Here’s what Waterhouse had to say on the news:

“We are extremely proud and excited to be the first official betting partner of a Grand Slam.

William Hill and the Australian Open is the perfect match. Both brands are among the most respected, innovative and technologically advanced in the world in our fields and we are looking forward to a long and successful partnership.

We will continue to extend our vast product range to include the ability to live stream matches and bet In-Play, with the focus to remain on bringing the most unique, engaging and relevant experiences to all tennis fan.”


Was it the right move for William Hill to invest in this sponsorship? Quite probably. After only two days of the Australian Open tournament the results are very positive compared to the same time period in 2015.

·         In-play (live betting) turnover is up 258%

·         93% increase in turnover

·         All bets up almost 150%

The wagering and sportsbetting industry in Australia employs more than 1000 Australians, has over two million Australian customers and contributes over $100 million per annum in taxes. Sportsbetting represented just 3% of Australia’s Total Annual Gambling Spend in Australia in 2013/14, with racing accounting for 13.2%.  In comparison, 52.2% was spent playing the ‘pokies’ in clubs and hotels, 20.7% on casino gaming and 10.9% on lotteries, pools and keno. (Source: Australian Gambling Statistics 31st Edition)

“Gambling is a common recreational pursuit and an enjoyable one for many.  Around 70% of Australians participated in some form of gambling last year.”  (Source: Australian Productivity Commission Report on Gambling 2010)