Following reports earlier this week, CBS Sports and William Hill have now officially unveiled a strategic partnership that is seeing the latter becoming the official sports book and wagering data provider across all CBS Sports channels.
The agreement, which is aiming to ‘re-imagine fan engagement through a unique integration of sports betting, media, product and technology,’ is set to begin with initial integrations on CBS Sports digital platforms in March, with a full roll-out planned for the football fantasy season.
Jeffrey Gerttula, CBS Sports Digital executive vice-president and general manager said: “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.”
The collaboration expands the digital leadership of CBS Sports in the sports betting sector and will allow even more meaningful content to be produced across its wide array of platforms. The deal will also see CBS Sports use William Hill’s odds, analysts, and sportsbooks to improve its current digital services that are set to deliver deeper insights and content across the country, which in turn will involve sports bettors and fans further.
The agreement also provides opportunities to feature William Hill results, odds and markets across CBS television programming, with the betting company also gaining exclusive rights to promote their brand across the variety of digital assets provided by CBS Sports.
Joe Asher, CEO of William Hill US, added: “CBS Sports, similar to William Hill, has a longstanding history of connecting fans directly to the biggest events and most iconic moments in sports.”
“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.”