Waterhouse...

How is it possible that sports betting has become so on the nose in recent times?

We have a couple of hundred thousand highly addictive, socially destructive monsters known as poker machines scattered on every street corner doing untold damage every day, yet the relatively minor pursuit of sports betting is suddenly on every wowser's agenda.

Politicians are talking about it. Seemingly sensible journalists in the mainstream media are talking about it.

Even the general community seems to be exhibiting a level of ill-feeling that in recent times has only been reserved for the likes of the Federal Labor Party.

As far as I'm concerned, most of the criticism comes down to two words: Tom Waterhouse.

It's a cancer that has invaded the Australian sports betting landscape and for the sake of the industry's well-being, it has to be treated.

Tom Waterhouse's (or is it his father's?) business has embarked on such an over-saturation of multi-channel marketing, that it has become a horrifyingly invasive campaign that just can't be ignored.

The consequences aren't great for Waterhouse or more importantly, the sports betting industry. The hatred towards Waterhouse on social media has to be seen to be believed. Pushing a product such as gambling down people's throats in such a way was never going to work well.

The latest scenes of Waterhouse on a Channel Nine NRL post-game panel awkwardly discussing upcoming league matches was most cringe worthy. Immediately following this, he did sound slightly more at home talking racing. The cross-promotional opportunity however, gives us an indication as to why he has made such a large investment in the broadcast of league - get them punting on racing.

Reasons as to just why the Waterhouse's are spending somewhere between $25 and $50 million a year on saturation marketing are yet to become clear.

The idea of fattening up the business with a huge client base ahead of a sale to a UK-based provider appears somewhat fanciful. Certainly if any new entrant did any market research, they wouldn't touch the Tom Waterhouse brand.

Some people are even saying that those within the Waterhouse family are now questioning whether they have simply spent too much money.

From a punters perspective – at least those that win more than they lose – it's clear that the only real business Waterhouse wants to do is to bet mugs on horse racing.

For a while, it is believed such was their lack of desire to any business on sports, that almost every sports bet the company accepted was bet back with other bookmakers. Quite often bets are severely limited or worst of all, totally rejected before moving the price on the market in question.

But it's not all the fault of Waterhouse. There is no doubt that the industry has failed to self-regulate when it comes to responsible advertising, especially during sporting broadcasts.
The idea of integrating bookmaker presenters into live coverage sounds great, but too often it comes off as being far too pervasive.

It also comes down to understanding the current political landscape. It is clear to anyone within the industry, at a time when it is pushing for online final outcome in-play betting to become legalised, that online micro betting is never a chance to be legalised through the Interactive Gambling Act. This has been confirmed by the review of the IGA just released.

Just who then from recent UK entrant Bet365 thought it would be a good idea to promote the micro betting option of next over runs during their politically sensitive live segments during the Test cricket on Channel Nine over the summer? Talk about giving the likes of Xenophon a free shot.

The Australian Wagering Council appears to be just getting off the ground. But if it has any interest in saving the reputation and well-being of the industry, it needs to rein in two of its members – Tom Waterhouse and Bet365 - as soon as possible.

I like the post game chat except for the talk on racing.

I could only imagine how much it would tick off non bettirs though.

BETTING'S "everywhere man" Tom Waterhouse is believed to have been offered at least $500 million to sell his thriving bookmaking business.

A leading UK-based betting operator is rumoured to have made the substantial offer to buy out the nation's biggest individual bookmaker.

But Waterhouse, 30, is remaining tight-lipped about the industry speculation and his spokesman gave only a firm "no comment" when asked by News Limited about the takeover bid.

"We get at least one call a week about this (takeover bids)," the spokesman added.

Waterhouse's online business TomWaterhouse.com is estimated to have betting turnover of more than $500 million a year, giving him a decent chunk of Australia's $20 billion a year betting industry.

In an interview late last year, Waterhouse said he has no intention of selling his bookmaking operation.

"What do I need to sell it for? I wouldn't want to change my lifestyle. If I had the choice of lying on the beach or being a bookie, I'd be a bookie."

Waterhouse has a dual bookmaker's licence in Victoria and Northern Territory but spends the majority of his time running his business out of Melbourne.

Born to be a bookie, Waterhouse is continuing the family tradition of his grandfather Bill and father Robbie.

Bill was once the world's biggest bookmaker and although retired, he retains an active role in family's betting operations. Robbie remains one of Sydney's leading rails bookies and a form expert.

Unlike his grandfather and father, Tom is rarely seen calling the odds on racetracks.

He spends most of his time at his Moonee Valley office where he takes bets either online or over the phone.

His television advertising campaigns have become omnipresent on the nation's television screens this year, particularly with his association with Channel 9's NRL coverage this season.

Waterhouse has forged a deal worth more than $10 million a season over the next five years to be the NRL's official wagering partner.