William Hill could be set to add significant depth to its US footprint with the firm reportedly in the final stages of rolling-out a partnership with national broadcaster CBS Sports.

Reported in the first instance by The Sunday Times, the anticipated link-up would replicate the moves of The Stars Group and GVC Holdings who linked-up with Fox and Yahoo Sports respectively.

It is said that the company is to imminently announce its partnership with CBS Sports, the sports entertainment division of the newly formed ViacomCBS global media conglomerate.

With coverage spanning a reported 61 million US households, the CBS Sports network currently holds the exclusive rights to broadcast live NFL Sunday programming of AFC divisional games.

Furthermore, the firm also holds a number of further high coverage contracts, with CBS Sports acting as the lead national broadcaster of the NCAA Championships, covering US sports programming for college football, basketball, baseball soccer and athletics.

Following 2019’s $30bn merger between Viacom and CBS, US media observers anticipate CBS Sports to aggressively expand its content portfolio, going head-to-head against Disney-owned market leader ESPN.

Specifics of the deal have not been revealed, as it is unknown whether William Hill will develop a sportsbook property for CBS Sports to replicate the Stars Group agreement with Fox Sports, which saw the launch of Fox Bet across regulated market states last year.

Fox Bet entered into partnership with the returning XFL recently, becoming authorised gaming operator of the professional American football league.

This followed FanDuel being named as official fantasy sports partner of the XFL, owned by Vince McMahon’s Alpha Entertainment and headquartered in Stamford, Connecticut.