Tom Waterhouse tipped to go to William Hill Valued at less than $150 million? ... tomwaterhouse.com Photo: Rob Homer British bookmaker William Hill is understood to be the leading contender for Tom Waterhouse's betting operation, a report says. The deal with William Hill, which acquired Sportingbet Australia this year for $660 million, could see tomwaterhouse.com valued at less than $150 million, the Australian Financial Review reports, citing sources. Earlier this year, British bookmaker Ladbrokes played down reports it was set to buy into the online betting business. Mr Waterhouse, who has been at the centre of controversy over sports betting television advertising, has been seeking to sell off part of the business. His firm has shelled out millions of dollars to grab market share from larger and mostly foreign-owned rivals. Mr Waterhouse reportedly paid $50 million to become the official NRL partner over the next five years. His business, however, is not yet thought to be profitable given the scale of money spent on advertising. BusinessDay