USA – It has been announced today, following ongoing talks behind closed doors, that William Hill a bookmaker based in London, England, has agreed a sports betting deal with CBS Sports, the sports division of the American television network CBS.
The deal will see William Hill, the 1934 founded publicly traded firm, become the official sports betting provider of ‘wagering data’ across all CBS Sports properties, including ‘professional basketball (including BIG3 and the WNBA), NFL, South-eastern Conference (SEC) football, NCAA basketball (including telecasts of the NCAA Men’s Basketball Tournament), and PGA Tour golf, including The Masters and the PGA Championship’.
In addition, William Hill, who’s estimated revenue is 1.6 million pounds, will have exclusive rights to promote its products across CBS Sports digital properties.
It is reported that, although final details and financial figures are yet to be disclosed, the arrangement will begin in March 2020; long before the new football season gets underway.
Executive Vice president and general manager of CBS Sports since 2018 Jeffrey Gerttula commented:
“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.”
Reportedly, CBS Sports is the second largest sports property in America and its monthly user base tops eighty-million.
The deal comes after it was reported that GVC Holdings PLC, owner of the Ladbrokes Coral Group, struck a deal with Yahoo Sports and casino operator MGM as the major corporations in the industry look to capitalise and make their moves on the increased popularity in sports betting following legalisation in many US states.
It is also believed that Flutter Entertainment plc, a firm created by the merger of Paddy Power and Betfair is close to shaking hands with Fox Sports.