William Hill to become sports book partner to CBS Sports
By Josh White
Date: Tuesday 11 Feb 2020
(Sharecast News) - William Hill announced on Tuesday that it had entered a strategic partnership with CBS Sports, to become the 'official sports book and wagering data provider' across all CBS Sports platforms.
The FTSE 250 gambling operator said the deal would "reinvent fan engagement" through an integration of sports betting, media, product and technology.
It said the partnership will begin with its initial integrations in March on CBS Sports' digital platforms, with a full rollout planned for the fantasy football season.
Under the deal, CBS Sports would use William Hill's odds, experts and more than 140 sports books to bolster its current digital offerings, delivering deeper information and programming produced from William Hill sports books, in a bid to further engage sports betters and fans.
In addition, the partnership included opportunities to feature William Hill data, odds and markets across CBS television programming, the two companies noted.
William Hill would receive exclusive rights to promote its brand across CBS Sports' range of digital properties, including through CBS Sports Fantasy - one of the largest fantasy platforms in the world - which would result in "highly efficient" customer acquisition for the company, its board claimed.
"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," said CBS Sports Digital executive vice-president and general manager, Jeffrey Gerttula.
"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 US.
"Together, we will deliver even more value to this rapidly growing segment of sports fans."
Joe Asher, chief executive officer of William Hill's US operation, said CBS Sports had a "longstanding history" of connecting fans directly to the biggest events and "most iconic" moments in sports.
"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."
CBS Sports Digital is the second-largest sports property in the US, with more than 80 million users per month across its sites and apps, as well as tens of millions of followers on social platforms.
Its offerings included game picks and predictions platform SportsLine, which has seen strong subscriber growth in recent years, as well as CBSSports.com, streaming network CBS Sports HQ, CBS Sports Fantasy, CBS Sports apps, and 247Sports.
Financial terms of the deal were not being disclosed.
"Becoming the official sports betting provider to CBS is another major step forward for William Hill in our US expansion," said William Hill's chief executive officer Ulrik Bengtsson.
"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."
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