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William Hill launches sportsbook in Colorado, rolls out CBS content


William Hill’s US business has announced the launch of its online and mobile sportsbook in Colorado, while the bookmaker has also rolled out the first selection of content and products through its new partnership with CBS Sports.

Built on William Hill’s proprietary platform, the sports betting app and website will be available to access across the state of Colorado, offering users pre-game and in-play betting option on professional and collegiate sports.

The app also includes multiple deposit and withdrawal options for customers, as well as live scoring game-casts and a registration process.

“Colorado is home to some of the most dedicated sports fans in the country, who have been counting down the days until the NFL season begins,” William Hill US chief executive Joe Asher said. “We share in their excitement and look forward to introducing our mobile offerings to fans across the Centennial State.”

William Hill is now live in 12 US states, but following the completion of Eldorado Resorts’ mega-merger with Caesars Entertainment, the bookmaker has access to 25 jurisdictions in total, as regulation permits.

Meanwhile, William Hill has launched the first selection of digital content and product integrations through its new partnership with the CBS Sports arm of television network CBS.

Announced in February this year, the deal established William Hill as the official sportsbook and wagering data provider across all CBS Sports platforms.

Punters and fans now have access to new content and offerings, such as a parlay free-to-play game, and odds and data across CBS Sports Digital platforms and within editorial content and video programming.

The partnership also delivers educational tools such as prop and bet calculators.

“Our partnership is a first-of-its-kind, creating an experience geared to the sports fan and fantasy player that showcases William Hill content and products across the CBS Sports Digital landscape,” William Hill US president of digital Ken Fuchs said.

CBS Sports Digital’s executive vice president and general manager, Jeffrey Gerttula, added: “Together, we will continue to create maximum value for sports bettors and fans by offering completely new and exciting ways to engage with upcoming sports events.”