William Hill launches Colorado sportsbook and rolls out CBS content

Another sports betting brand has launched online operations in the state of Colorado.

Sports betting giant William Hill has announced the launch of its online and mobile sportsbook in the state of Colorado while also rolling out its first selection of content through its partnership with CBS Sports.

This comes after the operator launched its online betting platform in the state of West Virginia last week. 

William Hill’s Colorado launch

William Hill has launched its mobile sports betting app and online sports betting site in the state of Colorado, allowing users to place pre-game and in-play bet on professional and collegiate sporting events.

Just like the operator’s platform in other states, the app offers multiple deposit and withdrawal options for bettors, along with live scoring updates.

William Hill US chief executive Joe Asher said: “Colorado is home to some of the most dedicated sports fans in the country, who have been counting down the days until the NFL season begins. We share in their excitement and look forward to introducing our mobile offerings to fans across the Centennial State.”

William Hill secured entry into the state of Colorado via a partnership with Caesars Entertainment. In July, the operator launched land-based sports betting operations in the Centennial State at Caesar’s Isle Casino Hotel and Lady Luck Casino in Black Hawk, with six betting kiosks.

The operator now has a presence in 12 US states, but with the completion of the merger between Caesars and Eldorado Resorts, William Hill has access to a total of 25 US jurisdictions. As more states move to legalise sports betting, William Hill is sure to try and take advantage of its entry points.

Rolling out CBS Sports content

In addition to its launch in Colorado, William Hill has rolled out the first selection of digital content and product integrations under its partnership with CBS Sports.

Back in February, the operator inked a deal with CBS Sports to become the official sportsbook and wagering data provider of the sports broadcaster across all of its platforms.

Under the deal, bettors and sports fans now have access to new content and products including a free-to-play parlay game, odds and data across CBS Sports Digital platforms and in editorial and video content.

The deal also provides educational tools such as proposition and bet calculators.

William Hill US president of digital Ken Fuchs said: “Our partnership is a first-of-its-kind, creating an experience geared to the sports fan and fantasy player that showcases William Hill content and products across the CBS Sports Digital landscape.”

CBS Sports Digital’s executive vice president and general manager, Jeffrey Gerttula, said: “Together, we will continue to create maximum value for sports bettors and fans by offering completely new and exciting ways to engage with upcoming sports events.”

Sports betting in Colorado

The Centennial State narrowly legalised sports betting in November 2019 after voters approved the sports betting measure through a referendum.

Like New Jersey, Pennsylvania and Indiana, Colorado law allows sports bettors to register online accounts remotely from anywhere within state lines. When it comes to in-person wagering, only three towns in the state have been granted approval to offer in-person betting.

Earlier this week, the Australian sportsbook operator PointsBet broke new ground in the US sports betting market after becoming the first US operator to ink a gambling partnership with a college football team. 

The Australian sportsbook operator inked a five-year agreement to become a betting, gambling and fantasy sports partner of The University of Colorado Buffaloes.

Under the agreement, the PointsBet brand will appear at the Folsom Field football stadium, as well as at the team’s basketball and volleyball stadium the CU Events Center. The PointsBet brand will also be featured in gameday promotions, TV advertising space and radio broadcasts.

Last week, Canadian sports media and sports betting company, theScore, launched its mobile sportsbook in the state of Colorado. This launch in Colorado was facilitated by a market access deal with Jacobs Entertainment that was struck back in January.

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