FTSE250 bookmaker William Hill has confirmed that it has secured a US market strategic partnership with CBS Sports Networks, becoming the national broadcaster’s exclusive ‘sportsbook and wagering data provider’.
Confirming weekend news reports, William Hill secures exclusive rights to ‘promote its brand’ across CBS Sports networks, the flagship sports entertainment division of the newly formed ViacomCBS global media conglomerate.
The strategic partnership will see CBS Sports properties and programming reference William Hill odds and further market information as the broadcaster’s lead wagering data provider.
Jeffrey Gerttula, Executive VP and General Manager of CBS Sports Digital, emphasised that the partnership would leverage the ‘power of CBS brands combined with William Hill expertise’ to conquer US distribution dynamics.
“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 US business,” Gerttula said confirming the partnership.
In its update, William Hill governance would highlight the market coverage of CBS Sports, partnering with an established multi-format media player capable of engaging with 80 million users per month across its digital inventory.
A US sports TV and radio broadcaster since 1955, CBS Sports maintains the exclusive rights to broadcast live NFL Sunday programming of AFC divisional games.
Furthermore, CBS Sports acts as the lead broadcaster of the NCAA Championships, covering US sports programming for college football, basketball, baseball soccer and athletics including the popular ‘March Madness’ basketball tournament.
“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.”