One of the UK’s oldest betting brands has struck a new deal in the US that will enable it to further increase its presence in the growing US sports betting market.
William Hill has not been one of the most active European industry incumbents in the US market, but they have now announced a new partnership with major US media operator CBS. The deal will see William Hill provide sports betting services and products across the CBS sports broadcasting network.
The new arrangement will enable William Hill to reach more than 80 million sports viewers in the US, as CBS provides wide coverage of golf, baseball and American football.
The deal marks a significant increase in William Hill’s efforts to grow in the US market. In recent months, their stock market performance had fallen behind some of their leading competitors, reflecting the impression by investors that they had been slow off the mark to take on the opportunities offered by the new US sector.
The firm have a long-time presence in the US, having operated in the state of Nevada for some years, a territory that was not bound by the rules on sports gambling that applied to the rest of the country. They had also struck a deal with casino operators Eldorado Resorts in 2018.
But their main UK rivals have until now been more proactive in establishing themselves in the new US market that was created when the Supreme Court struck down the 1992 PASPA Act in May 2018.
Flutter Entertainment, which owns both Betfair and Paddy Power, took over the high profile US fantasy sports company FanDuel in 2018, while the Stars Group, which owns Sky Bet and may be on the verge of a merger with Flutter, has already struck a deal with Fox Sports, while the owner of Ladbrokes and Coral, GVC Holdings, has an arrangement with MGM Resorts.