After several weeks of speculations, William Hill’s US division finally confirmed this Monday its media partnership with CBS Sports.
Under the terms of the strategic agreement between the legacy British bookmaker and the major broadcaster, William Hill is set to become the Official Sports Book and Wagering Data provider across all CBS Sports platforms.
The newly formed partnership aims to “reimagine fan engagement through a unique integration of sports betting, media, products, and technology.”
What Does the Deal Include?
The official start of CBS Sports’ collaboration with William Hill will take place this March when initial integrations will be carried out. A full rollout is planned to happen ahead of the fantasy football season.
The deal includes all of CBS Sports’ platforms, including its digital operation. The broadcaster will benefit from its partner’s odds, experts, and over 140 sports books around the US to boost its current digital offering and deliver deeper information and programming that is produced from William Hill-branded sports betting facilities around the country.
The partnership also enables CBS Sports to use William Hill data, odds, and markets across television programming.
As for the bookmaker, it will be able to advertise its offering across all CBS Sports digital platforms, including CBS Sports Fantasy, one of the world’s largest fantasy sports platforms, and thus bolster customer acquisition.
CBS Sports Digital’s offerings also include:
- SportsLine – a subscription platform for game picks and predictions
- CBS Sports HQ – 24/7 streaming network
- CBS Sports apps
It should be noted that CBS Sports Digital is the second-largest sports media property in the US with more than 80 million users every month across its websites and apps as well as tens of millions of social media followers.
CBS Sports was the latest media company to secure a toehold in the growing US sports betting market. Last year, FOX Sports clinched a partnership with The Stars Group and Yahoo Sports teamed up with the sports betting joint venture between MGM Resorts International and GVC Holdings.
A Momentous Partnership
Commenting on teaming up with William Hill, CBS Sports Digital General Manager Jeffrey Gertula said that they are “thrilled to launch this momentous partnership” and that it will enable them to “deepen our investment and further extend our leadership in delivering multiplatform 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.”
William Hill US CEO Joe Asher said that they are excited to partner CBS Sports as this partnership provides them with access to assets that include “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 has been operating sports betting facilities across Nevada for years. The company has grown its estate in the Silver State to more than a hundred sports books and owns more facilities than any other locally licensed sports betting operator.
The annulment of a long-standing federal ban on sports betting in May 2018 and William Hill’s partnership with casino operator Eldorado Resorts enabled the British bookmaker to expand its presence across more states where the practice has become legal over the past two years.
The legalization of sports betting in the US is believed to be the key to William Hill’s improvement as regulatory pressure in its domestic market and growing competition have for years eaten into the company’s profits.