William Hill and CBS Sports announce US gambling partnership

William Hill was recently confirmed as the official sportsbook and betting data provider of CBS Sports. The deal commences next month with the aim of a complete roll-out by the time the fantasy football season begins in September.

The partnership is similar to the other agreements between BetMGM and Yahoo, Penn National and Barstool Sports, and Fox Bet (The Stars Group) and Fox Sports.

The public has looked favorably on the new partnership between CBS Sports and William Hill, whose stock price increased 5% after the deal was announced. The UK-based bookmaker is one of the most recognizable names in the US sports betting market, with operations in Nevada, New Jersey and several other states. The company has 140 sportsbooks that will mesh with the CBS Sports Digital vertical.

The William Hill sportsbook websites and betting apps draw more than 80 million users per month, while the firm’s social media platforms boast tens of millions of followers. The partnership will allow CBS Sports and William Hill to have a greater outreach to sports betting customers in New Jersey, especially during key periods such as the upcoming March Madness NCAA Basketball Tournament.

Jeffrey Gerttula, Executive Vice President and General Manager of CBS Sports, said in a press release, “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 U.S. business.”

He went onto say, “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.”

The deal will see CBS Sports promote William Hill and its brand across a wide range of platforms, including CBS SportsLine, CBSSports.com, CBS Sports HQ, and CBS Sports Fantasy.

“CBS Sports, similar to William Hill, has a longstanding history of connecting fans directly to the biggest events and most iconic moments in sports,” said Joe Asher, CEO of William Hill US.

“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.”

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