Sportsbook operator William Hill US is entering the Iowa sports betting marketing through its partnership with Eldorado Resorts.

William Hill will operate the sportsbooks at Eldorado’s newly constructed Isle Casino Hotel Bettendorf and Isle Casino Hotel Waterloo, with the launch slated for August, subject to regulatory approval.

This follows the deal agreed in September 2018 for William Hill to serve as the exclusive digital and land-based sports betting and online gaming partner of Eldorado Resorts, which holds a 20 per cent stake in William Hill US.

Iowa Governor Kim Reynolds signed legislation in May to authorise and regulate sports betting and fantasy sports contests.

The legislation allows the state’s licensed gaming facilities and pari-mutuel racetracks to offer in-person and online sports betting to players over the age of 21, with each operator authorised to offer two individually branded sports betting websites.

“We are thrilled to build on our already extensive relationship with Eldorado Resorts as the sports betting industry continues to gain momentum. As a growth-fueled company, they have taken monumental steps to become leaders in the gaming industry,” said David Grolman, president of Retail Operations at William Hill US.

“These two Iowa destinations will offer sports fans amazing new opportunities to enjoy the games and teams they love in new and exciting settings.”

The sports book at Isle Casino Hotel Bettendorf, located on the Iowa-Illinois border, will feature 12 55-inch odds boards as well as eight 65-inch viewing monitors, while Isle Casino Hotel Waterloo will feature eight 65-inch odds boards and 15 55-inch viewing screens totaling more than 46 feet of viewing monitors.

Anthony Carano, president and chief operating officer of Eldorado Resorts, commented: “Expanding the William Hill relationship to include Iowa offers our loyal customers a full complement of gaming action and plays an important role in providing guests the unbelievable experience they have come to expect from Eldorado Resorts.”

Eldorado is also expected to offer The Stars Group’s FOX Bet brand online in Iowa under the 2018 agreement between the two companies, which William Hill consented to and will benefit from.

Shares in William Hill plc. (LSE:WMH) were trading down 0.4 per cent at 162.90 pence per share in London Wednesday morning.

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