Another Media Company Embraces Sports Betting: CBS Sports and William Hill Partnership

Sportsbook Moneyline, CBS Sports Logo
On Monday evening, CBS Sports and William Hill announced their exciting new partnership. The agreement will see that William Hill, one of the world’s leading sports betting operators, will become the destination sports book and odds provider for CBS Sports.

CBS Sports will in return have exclusive access to William’s Hill’s sports book, wagering data, and betting odds that they will officially be allowed to be included in their television broadcasts.

It’s a strategic partnership, and one that brings allow the opportunity to have William Hill’s market data advertised across CBS television programming. Through the new agreement, CBS Sports’ now has the chance to become a digital leader in the sports betting space and develop new diversified betting content to share across its various platforms.

CBS hopes that the partnership will allow sports bettors and fans the opportunity to further engage with them through the insightful, industry-leading betting information to be shared across their various digital programming offerings.

According to William Hill’s website:

William Hill will receive exclusive rights to promote its brand across CBS Sports’ broad range of digital properties, including through CBS Sports Fantasy, one of the largest fantasy platforms in the world, resulting in highly efficient customer acquisition for the sports betting company.

“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 U.S. business,” said Jeffrey Gerttula, Executive Vice President and General Manager, CBS Sports Digital.

“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.”

Full Rollout Ready in Time for Fantasy Football Season

The right timing is everything. While the partnership will begin its initial crossing over in March, a full rollout is expected to be integrated just in time for fantasy football season.

“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 William Hill US’ CEO, Joe Asher. “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.”

About CBS Sports

Currently CBS Sports stands as the second-largest sports property in the U.S. There are over 80 million users who span across its many sites and apps, they also have upwards of millions of followers on their social media accounts.

CBS sports broadcasts a vast portfolio of sporting events on the CBS network channel, such at the NFL, college football and basketball, the PGA Championship and more.

About William Hill

William Hill is an industry leading, UK-based betting and gaming company. It was originally founded in 1934, and has grown to employ more that 15,500 people in 12 countries, including the UK, Gibraltar, Malta, Bulgaria, Italy, Spain, the US, Poland, Sweden, Denmark, Latvia and the Philippines.

Before betting shops were legalized, William Hill first established their company as a postal and telephone betting service. Wagers were places through check that were sent in the mail, with bets being made well in advance of events.

Today, the iconic brand is 85 years old and remains a name that bettors everywhere can trust. From their website:

“At William Hill we continually innovate to bring our customers engaging ways to bet and game, whether in betting shops, sports books, online or on their mobile devices.  And we are committed to enabling them to gamble in a positive way, with a range of tools and systems that promote customers’ control as part of our Nobody Harmed ambition.”