CBS Sports Digital Announces Strategic Partnership with William Hill

Feb 12, 2020 05:02Joe Tarzaiski
CBS WM Merger

The top-tier Sports-betting company William Hill announces a new ‘strategic partnership’ as of February 20, 2020 with Viacom CBS Inc.’s CBS Sports. The partnership will officially place William Hill as the official sportsbook for every affiliated platform with CBS Sports. This deal will build William Hill a substantial increase of revenue from the gambling community. Future content included in CBS broadcasts will most likely include William Hill content including:

  • ATS (Against the spread) for the full lineup of major sporting events.
  • Analytics and sabormetrics of detailed information of matchups and up to date trends.
  • Prop odds, teasers, parlays, and in game gaming odds.

What benefit will both sides receive?

CBS Sports will be receiving a currently undisclosed fee from William Hill, allowing their audience and sponsorships to embrace the company’s long term success. In return, CBS will captivate their audience with the recent involvement of sports betting. Initiation of the partnership will begin in March on CBS Sports Digital, and is fully expected to have a full rollout by fantasy season for the NFL.

William Hill thoughts on the recent collaboration

William Hill is currently established in the states of Nevada and New Jersey, and is taking the next step toward building their company through the rest of the continental United States.

CBS Sports plans to utilize William Hill’s odds, engaging the betting universe with additional opportunities to receive up to date information for their gaming interests. “CBS Sports, similar to William Hill, has a longstanding history of connecting fans directly to the biggest events and most iconic moments in sports,” said Joe Asher, CEO of William Hill US. “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.

Ulrik Bengtsson, the CEO of William Hill PLC, stated, “Becoming the official sports betting provider to CBS is another major step forward for William Hill in our US expansion. 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.”

CBS Sports Digital thoughts on the recent collaboration

CBS Sports Digital currently has over 80 million users on their platform monthly, making this partnership an enormous upside on both sides. Jeffrey Gerttula, executive Vice President and General Manager of CBS Sports Digital, stated “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 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.”

William Hill will obtain exclusive rights for their brand and will have their data shown on television during standard programming as they join forces with CBS Sports. There is not a doubt that this collaboration will benefit both parties and continue to build their corporations for their future endeavors.

Joe Tarzaiski
Lady Liberty
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Joe Tarzaiski began his sports writing career in 2004 in the Philadelphia market, analyzing and handicapping professional sports, college sports, poker and various table games. He currently reports on the increased efforts on the legalization and continual growth of sports betting throughout the United States. A Philadelphia University alum, Joe is dedicated to following current trends in both the gaming community and daily news throughout the sports world.
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