William Hill and Circa Sports are both growing in the U.S. but in different ways.

  • Both William Hill and Circa Sports have mainly affected the U.S. sports betting market in Nevada.
  • They have different expansion plans to take over the market in the U.S.
  • Circa is fairly new but is looking to move quickly.

LAS VEGASWilliam Hill sportsbook is a familiar name when it comes to sports betting. As the future of sports betting is looking bright, they are looking to revamp things by expanding their brand nationwide.

Circa Sports is a fairly new sportsbook but has really hopped on the ball as they have been moving and growing quickly. Their plan differs from William Hill as they are looking to tap into a new market and so sooner rather than later.

Market Impact

When a bettor thinks about sports betting, William Hill has to immediately come to mind. They are one of the biggest sportsbooks in the U.S. both online and in retail locations. Their 2019 market share increased by 38% while they have now captured 24% of the market.

Their market share in Nevada tripled in 2019 and has grown for the seventh straight year.

Circa Sports, on the other hand, is fairly new and does not have the backing on it that William Hill does. However, they have been rapidly growing since they have opened in 2019. Their main impact on the market now would be when they offer their low holding percentage promotion.

This would make an immediate impact as competitors would not be able to match that. An example would be how they recently held a weekend promotion with a 15% hold on all bets compared to others that have a 40% hold in some states like New Jersey.

Plans For Expansion

Being that William Hill holds a big chunk of the market and Circa Sports is trying to break in and have an immediate impact, both companies are looking to expand through different methods.

William Hill recently signed a deal with CBS Sports that would allow for them to promote their brand across all CBS Sports digital platforms including:

  • CBSSports.com
  • 24/7 streaming network CBS Sports HQ
  • CBS Sports Fantasy
  • CBS Sports Apps
  • 247 Sports

“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,” said Joe Asher, CEO of William Hill US.

Circa Sports, on the other hand, doesn’t have the clout to be able to sign a deal like that. As mentioned before, they are looking to undercut other sportsbooks by offering promotional low holding percentages. They are looking to break into the east coast states that offer sports betting and take over by providing the lowest prices in town.

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