CBS Sports Strikes Deal With Sportsbook William Hill

Continuing the wave of TV media-sports leagues' business arrangements with sports-gambling companies, CBS Sports has struck a sportsbook-wagering deal with William Hill, the big sports gambling operator.

The deal gives CBS Sports Digital betting content from William Hill, as well access to its sports-wagering analysts. In return, William Hill will get consumer-viewing data from CBS Sports. CBS will also get access to data from 140 William Hill betting operations in the U.S.

Terms of the deal were not disclosed.

Since the 2018 U.S. Supreme Court’s decision allowing states to start legalized sports-betting operations, 14 states have full-scale legalized sports betting. Another seven have recent bills passed, with 24 states having a bill introduced but not passed.

William Hill has operations in 10 states. CBS Sports Digital claims to have more than 80 million users per month across its sites and apps.



ESPN and Fox Sports, among other sports TV media entities, have also struck sports-wagering deals, and have begun regular schedules of sports-wagering TV/digital shows. Last year, ESPN announced a wide-ranging deal with Caesars Entertainment.

Also in 2019, Fox Sports launched Fox Bet, a new sports-betting platform in New Jersey and Pennsylvania, formed from a partnership between The Stars Group, parent company of PokerStars, and Fox Sports.

Professional sports leagues have also inked deals with sports-wagering companies. In 2018, the NBA become the first major U.S. sports league to partner with a sportsbook operator, MGM Resorts.

In addition, the NBA also struck a deal with William Hill in 2019, as well as an agreement allowing sport fantasy-wagering site DraftKings to use official NBA trademarks in its mobile sports betting app -- and at its physical sportsbook U.S. locations.

Reports say the NFL is searching for a vice president of sports betting, a newly created position.

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