William Hill in US deal with CBS

Betting giant William Hill has partnered with major US media company CBS to provide sports betting to the CBS Sports Digital network.

William Hill will be able to access over 80 million viewers who monthly use CBS to watch golf, American football and baseball.

Hill’s performance on the stock market has lagged behind that of its competitors who have struck up deals with US companies. CEO Ulrik Bengtsson called the CBS deal “a major step forward” for Hill, who many had felt had been slow to take up the opportunities in the US market.

William Hill has been in the Nevada market for some years, enjoying the gambling state’s looser regulations. The company had forged a relationship with Eldorado Resorts two years ago.

William Hill’s competitors, meanwhile, have enjoyed considerable success in transatlantic ventures. Flutter, the owner of Paddy Power and Betfair staged a successful takeover for fantasy sports company FanDuel in 2018. Sky Bet’s owner, Stars Group, who many say is about to merge with Flutter, has a deal with Fox Sports. And Ladbrokes Coral owner GVC has a contract with MGM Resorts.