Bookmaker William Hill has officially announced a partnership with CBS sports.

  • CBS Sports Digital will have William Hill be their exclusive sportsbook and wagering data provider.
  • The partnership will expand CBS Sports leadership in the sports betting space.
  • William Hill to receive exclusive promotion rights across all CBS Sports properties.

LAS VEGAS – It has been announced on Monday that William Hill, Americas leading sportsbook operator, has officially partnered with CBS Sports.

The partnership is mutually beneficial to both parties, as it will extend CBS Sports leadership in providing sports betting content while also increasing William Hills’ reach to general sports fans and sports enthusiasts.

William Hill will be able to promote its brand across all CBS Sports digital properties, including CBS Sports Fantasy which is one of the largest fantasy sports platforms in the world.

Partnership Benefiting Both Parties

Both parties will profit greatly from this partnership as CBS Sports will give William Hill access to millions of sports fans.

CBS Sports Digital is the second-largest sports property in the country, having more than 80 million users each month across their many sites. This access will increase William Hills’ reach in the U.S. helping to solidify it as the biggest bookmaker out there.

Joe Asher, CEO of William Hill U.S. explained the similar benefits each company will reap during a press release.

“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 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.”

Through CBS Sports, William Hill is sure to bounce back after suffering profit dips in 2019.

CBS Sports Digital Executive Vice President and General Manager Jefferey Gerttula also expressed his excitement for partnership.

“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 Gerttula. “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.”

The partnership will begin officially in March with initial integration. The full rollout is planned for later in the year for the fantasy football season.

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