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William Hill Finalizing Media Deal With CBS Sports

  • The Sunday Times revealed that a media partnership is reportedly close to completion
  • William Hill would be exposed to 42m people who visit the CBSSports.com every month
  • The bookmaker has been trying to secure a media deal in the US for more than a year
Sadonna Price

William Hill sign
William Hill and CBS Sports are reportedly set to announce a media deal that would expose the bookmaker to millions via CBSSports.com. [Image: Shutterstock.com]

Updated: The strategic partnership that sees William Hill become the official sportsbook and betting data provider across all CBS Sports platforms was announced on February 10.

Announcement imminent

According to The Sunday Times, betting giant William Hill is reportedly close to announcing a media deal with CBS Sports.

William Hill and its potential US partner have been locked in talks for quite some time. Talks reportedly broke down last month, but they are now believed to be in the final stages after being revived.

William Hill and its potential US partner have been locked in talks for quite some time

The media deal would help the British bookmaker gain a strong foothold in the lucrative and rapidly expanding US sports betting industry.

Huge opportunity in the US

The media deal would allow William Hill to advertise on CBSSports.com. The sports website has a large audience, attracting around 42 million visitors each month. Owned by Viacom CBS, the CBS Sports brand offers sports news, analysis, and highlights. The site focuses heavily on American football, basketball, and golf.

By partnering with CBS Sports, William Hill will be able to access a younger demographic. There is potential for cross-marketing opportunities and access to online and mobile sports betting markets.

Since last year, the bookmaker has been trying to find a US facing partner for a major media deal. Rivals of William Hill, such as Paddy Power and Ladrokes Coral, have signed – or are working on – such deals.

GVC, the owner of Ladbrokes Coral, has partnered with MGM and Yahoo Sports. For Flutter, the owner of Paddy Power, a deal is set to be signed with FOX Sports.

Casino Miami deal in Florida

The potential media deal with CBS Sports is not the only way that the bookmaker will gain access to the US betting market. Back in November, William Hill US signed a racebook deal in Florida with Casino Miami. This was the first deal for the sports betting brand in the local market.

The racebook at Casino Miami includes high-top tables, 30 race carrels, large screens for watching events, and a 30-foot video wall. The partnership wasted no time in getting ready to launch and by early December, the 2,300 square feet of space was offering services to the public.

The bookmaker currently provides parimutuel simulcast wagering at the facility. Bettors can watch and wager on Harness, Thoroughbred, and Greyhound tracks, along with Jai Alai from across the US.

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