William Hill secures US media partnership with CBS Sports Digital

11th February 2020 8:52 am GMT
William Hill

London-listed bookmaker William Hill aims to accelerate its growth in the United States through a media partnership with CBS Sports Digital.

The agreement designates William Hill as the official sportsbook and wagering data provider to CBS Sports Digital, which reaches more than 80 million users each month in the United States through its websites and apps.

William Hill will benefit from exposure across CBS Sports’ digital portfolio, which includes the predictions show SportsLine, CBSSports.com, and CBS Fantasy Sports, and also gains exclusive promotional rights through the CBS fantasy sports platform.

The agreement will also bolster CBS’ offering through the use of William Hill’s odds and experts to deliver more engaging programming to sports bettors and fans.

“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,” said Jeffrey Gerttula, executive vice president and general manager, CBS Sports Digital.

“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.”

Ulrik Bengtsson, chief executive of William Hill, commented: “Becoming the official sports betting provider to CBS is another major step forward for William Hill in our US expansion. 

“We are already a market leader with leading access, a bespoke technology platform and the most experienced US team.  Now we have exclusive media, branding and promotional rights across CBS' leading digital sports properties, to take the William Hill brand further and faster in the US.”

Shares in William Hill plc. (LSE:WMH) were trading up 4.12 per cent on the news at 185.80 pence per share in London Tuesday morning.

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