William Hill PLC (LON:WMH) has agreed a new partnership with CBS Sports which will integrate the company’s sports betting data into its programming.
“The deal will reinvent fan engagement through a unique integration of sports betting, media, product and technology,” the bookie said in a statement.
It kicks off with initial integrations onto CBS Sport’s digital platforms in March, with a full rollout planned for the fantasy football season.
In time, it is envisaged that CBS Sports will insert William Hill's odds, experts and more than 140 sportsbooks across its current digital content as well as its television programming.
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William Hill will also receive exclusive rights to promote its brand across CBS Sports' broad range of digital properties, including its fantasy sports platforms – which is described by the bookie as an opportunity for “highly efficient customer acquisition”.
Ulrik Bengtsson, William Hill chief executive, described the partnership as “another major step forward” for the group’s expansion into the United States.
“We are already a market leader with leading access, a bespoke technology platform and the most experienced US team,” Bengtsson said.
“Now we have exclusive media, branding and promotional rights across CBS' leading digital sports properties, to take the William Hill brand further and faster in the US."
William Hill US chief executive Joe Asher added: “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."