William Hill and CBS ink sports betting deal

William Hill is continuing to expand its presence across the US betting space with its latest deal.

This morning William Hill announced a strategic partnership with CBS Sports, a division of the US broadcast network CBS.

What’s covered under the deal?

Under the deal, William Hill will become the Official Sportsbook and Wagering Data Provider across all CBS Sports platforms. The deal will come into effect in March with initial integrations on CBS Sports digital platforms with a full rollout planned for the fantasy football season.

CBS Sports will also be able to make use of William Hill’s odds, experts and more than 140 sportsbooks to enhance its current digital offering, in order to deliver deeper information and programming to provide more engagement for sports fans and bettors.

William Hill will have the opportunity to promote its data, odds and betting markets across CBS programming. The operator will also have exclusive rights to promote its brand across CBS Sports’ digital properties as well as the broadcasters’ daily fantasy sports platform CBS Sports Fantasy.

Jeffrey Gerttula, Executive Vice President and General Manager, CBS Sports Digital said: “We’re thrilled to launch this momentous partnership, which will allow us to deepen our investment and further extend our leadership in delivering multi-platform sports wagering content, while providing William Hill with unprecedented reach for their market-leading betting platform as they continue to grow their industry-leading US business.

“The power of our distribution, combined with the strength of our brands and the expertise of William Hill, has us well-positioned to tap into the explosive growth of the legal sports betting industry in the U.S. Together, we will deliver even more value to this rapidly growing segment of sports fans.”

Joe Asher, CEO of William Hill US, said: “We are excited about this partnership, with assets including mass-reach digital content products, one of the largest fantasy sports databases and platforms in the world, and leading sports television programming, which will allow us to expand the William Hill brand across America quickly and efficiently.”

William Hill in the US

Following the repeal of the Professional and Amateur Sports Protection Act (PASPA) in 2018, William Hill has set up shop in several states. William Hill currently operates its online sports betting platform in New Jersey and Iowa.

The sports betting operator also powers land-based sportsbooks in West Virginia, New Mexico, Indiana, Mississippi and Rhode Island.

William Hill has also struck partnerships with major sports leagues such as the NBA and NHL. The operator has also partnered with the NHL’s Vegas Golden Knights and the New Jersey Devils.

In October, William Hill announced a partnership with Monumental Sports & Entertainment, the company that owns the Capital One Arena in Washington DC which will see the operator open a sportsbook inside the sports venue.

In November, William Hill announced plans to acquire CG Technology’s sportsbook assets which covers the leases of several Casinos on the Las Vegas Strip including The Cosmopolitan of Las Vegas, The Palazzo, The Venetian, The Palms, the Tropicana and Silverton. The deal will also see William Hill providing a betting platform and risk management consulting to the Atlantis on Paradise Island in the Bahamas.

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