Bookmaker William Hill has entered into a wide-ranging sports betting partnership with the CBS Sports division of US television network CBS.
Under the strategic agreement, William Hill will serve as the official sportsbook and wagering data provider across all CBS Sports platforms.
The new partnership will begin in March with initial integrations on CBS Sports digital platforms, with a full rollout planned for the fantasy football season.
CBS Sports will be able to utilize William Hill’s odds, experts and more than 140 sportsbooks to enhance its current digital offerings, with the aim of delivering deeper information and programming, and further engaging bettors and fans.
The agreement will also include opportunities to feature William Hill data, odds and markets across CBS television programming.
In addition, William Hill will receive exclusive rights to promote its brand across CBS Sports’ digital properties, including fantasy sports platform CBS Sports Fantasy.
“CBS Sports, similar to William Hill, has a longstanding history of connecting fans directly to the biggest events and most iconic moments in sports,” William Hill US chief executive Joe Asher said.
“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’s executive vice president and general manager, Jeffrey Gerttula, added: “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.
“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.”