CBS, Williams Hill Partner For Sports-Betting Media Deal

CBS Sports and William Hill, America’s leading sports book operator, Monday announced a strategic partnership that makes William Hill the Official Sports Book and Wagering Data Provider across all CBS Sports platforms.

The partnership will tip off with initial integrations in March on CBS Sports digital platforms, with a full rollout planned for the fantasy football season.

The partnership extends CBS Sports’ digital leadership in the sports betting space, and allows for the creation of even more relevant content across its wide array of platforms. CBS Sports will utilize William Hill’s odds, experts and more than 140 sports books to bolster its current digital offerings, delivering deeper information and programming produced from William Hill sports books across the country, and further engaging sports bettors and fans. In addition, the partnership includes opportunities to feature William Hill data, odds and markets across CBS television programming.

William Hill will receive exclusive rights to promote its brand across CBS Sports’ broad range of digital platforms, 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 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,” 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.”

“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.”

Financial terms of the deal are not being disclosed.