As Liverpool Kop it, bookie bounces back from bad run

Bets: Klopps’s pain, William Hill’s gain

Liverpool FC may have blown its English Premier League title chances after a dismal run of results in 2017 but the disastrous form helped William Hill bounce back from a sharp drop in profits.

The bookmaker was dragged down by punterfriendly football and horse racing results last year.

Yesterday, it said adjusted operating profits slumped 10% to £261.5million in the year to December 31, with business taking a huge hit from football results on Boxing Day.

A total of 18 of the 20 best-backed sides won that day, meaningbigpayouts at the firm’s expense. One lucky punter turned £20 into £103,000 when an 11game accumulator bet won. Like other bookmakers, William Hill was also hit after a string of favourites romped home at Cheltenham last March.

But more favourable sporting results since the new year, including Liverpool’s barren run of results have helped to driveuptakings.

Jurgen Klopp’s side went 10 games without a victory before finally ending the rot with a 2-0 win over Tott e nham earlier this month.

Reporting a 1% increase i n annual revenue to £1.6billion, interim chief executive Philip Bowcock said 2016 was a “challenging” year for William Hill.

But it was also one in which the company made “considerable operational progress”, he said adding the bookmaker was wellplaced to push on from there.

The firm has struggled to copewith the shift toonline gambling, but Mr Bowcock said he was seeing “encouraging signs” in this division and it was now “delivering sustained growth”.

Jason Holden, analyst at financial services group Liberum, said: “William Hill endured a very disappointing 2016 and there are no surprises in the results, which are in-line with previously lowered guidance.”

“Liverpool’s barren run of results have helped to drive up takings”

MIXED FORTUNES: As Klopp rages on sideline, the poor run has helped bookies