William Hill and CBS sign sports betting collaboration

Simona Boshkova | Published 11 Feb 2020, 10:17 a.m.

In the previous months, there is a trend of liberalisation of sports betting legislation in the US, leading to more and more sports betting venues being opened. After the announcement that William Hill is going to open a sports betting shop inside stadiums in Washington DC, now the bookkeeper has signed a sports betting collaboration with CBS Sports. This partnership will integrate William Hill’s sports betting data into CBS’s programming.

William Hill has succeeded to bring the gambling industry into the portfolio of one of the United States’s most non-controversial media brands. The collaboration will start in March, with William Hill’s integration into CBS Sport’s digital platforms. It’s expected that CBS Sports will include William Hill’s experts, odds, and more than 100 sportsbooks into its platforms and television programming. This is a great opportunity for William Hill to advertise its services to millions of people who visit CBS Sports platforms each month.

Mutual benefits for the gambling and media industries

This collaboration shows us that gambling companies and media are looking for mutual sports benefits. William Hill is a famous sports betting institution that is present both online and in many locations all over the world. Similar to William Hill, CBS Sports has a long history of bringing sports fans together on the biggest sports events and moments. Joe Asher, CEO of William Hill US, said that they are excited about this partnership that will help to expand the company’s presence across the United States. 

On the other side, Jeffrey Gerttula, Executive Vice President and General Manager of CBS Sports, said that this partnership will allow them to deepen their investment and further extend their leadership in the sports world. William Hill will receive exclusive rights to promote its brand across the platforms of CBS Sports. The digital platforms of CBS Sports include SportsLine, CBSSports.com, 24/7 streaming network CBS Sports HQ, CBS Sports Fantasy, 247Sports, and CBS Sports apps.

Other media companies are also going after gaming deals

The collaboration between William Hill and CBS Sports, as well as the recent wave of US states accepting legal sports bets, resulted in an increased number of media looking to become sports betting platform providers. For example, last year the sports app theScore integrated gambling into its content through a deal with Penn National Gaming. Moreover, Fox Sports launched its FOXBet app in New Jersey. What’s more, in October, Yahoo partnered with BetMGM to launch the Yahoo SPortsbook.

Apart from William Hill, CBS Sports has collaborated with other high-profile broadcast properties. For example with the NCAA, an organization that regulates student athletes from North American institutions and conferences, or with The Masters, one of the biggest golf championships in the US. These collaborations are very beneficial for sports betting. Following this, CBS hopes that the partnership with William Hill will deliver more value to the rapidly growing segment of sports fans. As Jeffrey Gerttula stated, the power of CBS’s distribution, combined with William Hill’s expertise, will lead to an explosive growth of the legal sports betting industry in the US.

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