The Betting 'Elvis Presley' Is Still Alive

I’ve been reading Ron Pollard’s Odds And Sods: My Life in the Betting Business, published in 1991 by Hodder & Stoughton. This biography detailed the career of Pollard in his role as bookmaker’s clerk to William Hill and Ladbrokes odds-maker and PR Director which he did for over 30-years.

Very few people realise that Ladbrokes made a name by tapping into what we would call these days trending topics. If someone asked Ron Pollard for a price on a novel sport, happening, almost anything, he would give the odds. Many of the wagers didn’t return a profit but they were worth their weight in gold as far as publicity was concerned. In fact, it set Ladbrokes apart from the likes of William Hill who stuck with a more traditional approach to betting dogs and horses..

Pollard was the man to go to for quotes. Every Sunday he would wait at home for his phone to ring and talk to all and sundry and give his opinion and betting odds. As he said: ‘Punters loved to bet on anything and everything.’

However, there were one or two regrettable instances where he wished he hadn’t been so quick to offer odds. Perhaps more traditional press knew where to draw the line while others clearly had no limits when it come to poor taste.

On the 16^th August 1977, it was announce that Elvis Presley had passed away, aged 42. The world was shocked but so was Pollard when the Sunday Sport, who had recently appeared on the news-stands had the outlandish headline: ‘Was Elvis was still alive?’

Punters were both intrigued and interested in placing their bets.

Holland said managers from several bookmaker shops asking what odds should be offered. He said 1000/1. Sure it would be forgotten within 24-hours.

Clearly, the odds weren’t wrong because Elvis had definitely left the building and pardon the pun (a quote only the Sunday Sport could have stated) he was a dead cert for bookmakers. As Ron said: ‘I could have offered odds of one million to one.’

‘It was a thoroughly tasteless exercise and an admin nightmare as the transactions had to be updated from one year to the next as the bets were still running.’

The Sunday Sport’s continued their interest in the story. It was impossible to stop the story and the betting was so heavy that the odds were cut to 500/1. The money continued and eventually the odds were cut again to 100/1 (quite surreal considering Elvis wasn’t making a return). Ladbrokes had liabilities of £2.5 million.

Pollard said: ‘I still don’t know what possessed me that Monday morning: thoughtlessness or carelessness. Certainly, it was not very clever of me.’

He considered the Sunday Sport ‘plants’ had been betting merely to obtain more publicity for themselves to give some credence to a ludicrous story but in the process giving Ladbrokes unwanted publicity.

I wonder if any of those punters are still holding onto their betting vouchers?

Horse Racing Papers: Remember The Old Sporting Life?

Back in the 1990s my brother and I used to have the Racing Post delivered every day. I’m sure the paperboy must have thought we were a couple of addicts. We must have been 20-years old and our love of horse racing, specifically two-year-old horses racing, was undertaken with professionalism. There wasn’t a horse we could detail its form, a trainer’s name forgotten, an understanding that went beyond our years.

Like a good horse we were precocious.

In those days having access to the Racing Post was cutting edge. It was before computers or smart phones. I remember watching horse racing results on Teletext. I doubt anyone under fifty would even know what it was (it later became redundant with modern technology). The racing publications were the lifeblood for horse racing fans. The daily papers may have detailed horse racing but it didn’t show previous form, the tissue prices were something pulled out of a hat and had no reflection to the starting price and it was like going back to the dark ages. The racing publications changed all that.

The Sporting Life was the first publication of its type. It was the original racing paper and eternally accepted as the best. It had no competition. There may have been The Horse & Hound but that was more about country life and wellington boots. I don’t think it lowered itself to the level of some nag jumping hurdles at Plumpton.

I rarely purchased the Sporting Life. It was a bit before my time. Well, me time of my interest in horse racing. The Racing Post did the job nicely so I wouldn’t purchase its rival unless it had sold out. I remember one occasion going to the races by train. It must have been a day out to Great Yarmouth. I’m not sure if I purchased the Sporting Life or my brother or cousin, Danny. Someone bought it. I was pleased as it was better than the daily papers which I scorned.

However, the killer blow for the Sporting Life wasn’t so much the lack of information but its size. When spread open it seemed to be about a metre wide. Perhaps that is an exaggeration although I don’t think so. It must have been one of the biggest newspaper-style publication in the world. You’d be siting side by side on the train and half of the paper would be on someone else’s lap. You’d say: ‘Can you read that paragraph for me. Or, what is the form of Master Trooper in the last race at Catterick Bridge?’

I think the demise of the Sporting Life was due to its size. If only they had made it smaller like the Racing Post. It was like a big, clumsy dinosaur that couldn’t escape it’s smaller, faster prey. It was only a matter of time before it became extinct. Well, disappeared from the news stands. It remains online, although it isn’t as in depth as the paper (at least I don’t think it is).

The race for victory went to the Racing Post.

When I purchased the Racing Post in those early years it cost £1. I think it is now £2.80. It may be more. These days I try not to buy it using the online app as it’s cheaper and does the job although you need to subscribe to get all the features.

How times have changed.

In the 1990s I felt like a professional gambler going to the races with the paper under my arm.

Now, horse racing punters have a wealth of information at their hands. It is a far cry from the old days.

No wonder the Sporting Life was on borrowed time. It expired.

It was simply too big to handle.