Don't shout the odds while I'm watching the footy, says betting giant boss High roller: William Hill chief executive Ralph Topping in Sydney. William Hill chief executive Ralph Topping loves his sport but believes in enjoying it without the influence of bookmakers' odds on television. Topping is in Australia to complete the $660 million acquisition of Sportingbet Australia, which includes Centrebet, by the bookmaking giant. However, the Senate gaming reform committee's focus on Tuesday about the increasing incorporation of bookmakers into live coverage of sport drew an observation. "I want to watch football for football," said Topping, who until December was chairman of the Scottish Premier League. If I want odds I can get that from somewhere else, [other than during the coverage]. We advertise at half-time in games at home but I would not think that that approach [in-game odds] is something we would consider. Sportingbet chief executive Michael Sullivan will run the Australian arm of the business, and has no plans to push into the integrated coverage of sport as wagering competitors bet365 has in cricket and Tom Waterhouse has in the NRL coverage. "I have not seen the value in that sort of thing and it is not something we have ever entertained," Sullivan said. Topping said the Australian branch of the William Hill empire, which has built up since 1934 and was listed on the London stock exchange in 2002, will still be run the Australian way with Sullivan at the helm. It is part of an international expansion of William Hill's business, which included a push into the US last year. "Our American business is run by Americans and our business here will continue to run by Australians with Michael leading the way," Topping said. Australia was one of the largest betting markets where William Hill didn't have a footprint and this [acquisition] fits with our international strategy. William Hill is a strong brand but in Australia we have a very strong brand in Sportingbet and it will not be changing in the foreseeable future. Punters will not be affected by the takeover but can expect better products and services. "It is very much business as usual at Sportingbet with the existing management team staying in place to grow the business alongside William Hill," Sullivan said. Topping, who started his career in a small betting shop in Glasgow while at university, will travel the country in the next couple of days. He will watch Black Caviar at Moonee Valley on Friday and the Sportingbet-sponsored Broncos' match against the Roosters on Saturday before meeting government officials in the Northern Territory on Monday, where the company's betting licence is held.