Sports betting giant William Hill have signed a deal with CBS Sports which will see them become the fully integrated betting partner for the entire network.

William Hill have made another huge stride forward in their bid for more brand recognition in America by signing a deal with CBS Sports to become the official betting partner of the network.

The deal will begin in March across CBS Sports’ digital assets but will have a full roll-out throughout the remainder of 2020, peaking for Fantasy Football season.

CBS Sports will utilize William Hill’s odds, experts and more than 140 sports books to bolster its current digital offerings, sharing data from the sportsbook in order to provide fuller, more engaging content to its readers and viewers.

William Hill will receive exclusive rights to promote its brand across CBS Sports’ broad range of digital platforms, including through CBS Sports Fantasy, which will allow for increased customer acquisition and retention, due to a larger share of US media.

“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.”

CBS Sports Digital is the second-largest sports property in the U.S. with more than 80 million users per month across its sites and apps as well as tens of millions of followers on social platforms.

William Hill is one of the world’s biggest sportsbooks, dating back to 1932. They currently operate in 10 US states and 1 in 4 sports wagers is placed at a William Hill sportsbook.