CBS Sports, William Hill Enter Historic U.S. Sports Gambling Partnership

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One of America’s most well-known sports broadcast networks has officially partnered with one of the world’s premier sportsbook operators.

And the two giants are now pushing their chips into the center of the table and going all-in on the future legalization of online sports gambling in the United States.

CBS Sports and William Hill announced an exclusive agreement this week that makes the UK-based sportsbook company the “Official Sports Book and Wagering Data Provider across all CBS Sports platforms.”

The goal of the deal is to increase both brands’ reach and investments in the emerging legal U.S. sports betting market.

Financial terms of the partnership were not disclosed, but William Hill will be granted the exclusive right to promote its services across all of CBS Sports’ digital platforms, according to the press release.

In exchange, CBS Sports will receive access to William Hill’s betting lines, odds, sportsbook data, experts, and oddsmakers in order to create furthermore content and programming for today’s growing number of individuals betting money on sports.

CBS Sports Executive VP Jeffrey Gerttula said in the announcement that the partnership between the two brands combines both companies’ vast resources to create more engagement with the sports bettors and sports fans, in general.

“We’re thrilled to launch this momentous partnership, which will allow us to deepen our investment and further extend our leadership in delivering multiplatform sports wagering content while providing William Hill with unprecedented reach for their market-leading betting platform as they continue to grow their industry-leading U.S. 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 U.S. Together, we will deliver even more value to this rapidly growing segment of sports fans.”

William Hill US CEO Joe Asher added he believes the partnership will allow both the sportsbook and CBS Sports to better navigate the ever-changing landscape of federal and state gambling and sports betting laws.

“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.”