Boomer’s Sportsbook by Joe Asher Set for July License and Fall Debut

Joe Asher, former CEO of William Hill U.S., is returning to the sports betting industry with the launch of Boomer’s Sportsbook. The new venture stands out as Nevada’s first independent sportsbook not tied to a casino group. Asher said on LinkedIn, “I’m back in action,” confirming plans to have the operation live by football season, pending licensing approval expected in July.

Good to know

• Boomer’s will operate independently, unlike most Nevada sportsbooks.
• Former Circa Sports oddsmaker Nick Bogdanovich will set odds and pricing.
• Registration for mobile betting will be available at multiple casino locations.

The primary retail location for Boomer’s will be inside Commercial Casino in Elko, marking the city’s first sportsbook. Two satellite locations—Ellis Island Casino near the Las Vegas Strip and Valle Verde Casino in Henderson—will allow customers to register for online betting accounts. This setup supports Asher’s goal to provide a statewide option while maintaining a local, player-first approach.

Independence defines the Boomer’s model

Boomer’s plans to offer a more traditional experience, focusing on odds and offers that favor the bettor. According to the company’s LinkedIn page, “Unlike many operators tied to casino groups, Boomer’s is a true independent operator, answering only to its customers.” The sportsbook’s website also promises “genuine rewards and bonuses” tailored to customer value.

Veteran bookmaker Nick Bogdanovich will manage pricing and odds. He brings experience from Circa Sports, known for sharp lines and market-driven pricing. His involvement signals a serious focus on quality odds and fair markets.

Asher has deep roots in the industry. Nearly two decades ago, he launched Brandywine Bookmaking and Lucky’s Race and Sports Book. Those brands eventually became part of William Hill, where Asher led U.S. operations until 2021. After stepping down, he worked as president of sports betting at IGT until 2024 and later served as chairman of the Wilson Center following a White House appointment.

Boomer’s will enter a crowded market. Major players like Caesars, BetMGM, Boyd Gaming, and Circa Sports already dominate Nevada. But Asher is betting on Boomer’s independence and customer-focused model to carve out space in the state’s betting landscape.