Following reports earlier this week, a strategic partnership has now been officially unveiled between CBS Sports and William Hill that sees the latter become the official sports book and wagering data provider across all CBS Sports platforms. 

The deal, which plans to ‘reimagine fan engagement through a unique integration of sports betting, media, product and technology’, is set to get underway with initial integrations in March on CBS Sports digital platforms, with a full roll-out scheduled for the fantasy football season.

Jeffrey Gerttula, executive vice president and general manager of CBS Sports digital, stated: “We’re thrilled to launch this momentous partnership, which will allow us to deepen our investment and further extend our leadership in delivering multi-platform sports wagering content, while providing William Hill with unprecedented reach for their market-leading betting platform as they continue to grow their industry-leading US business,” 

“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 US. Together, we will deliver even more value to this rapidly growing segment of sports fans.”

The partnership extends CBS Sports’ digital leadership in the sports betting space and will allow for the creation of even more relevant content across its wide array of platforms. The deal will also see CBS Sports utilise William Hill’s odds, experts and sportsbooks to bolster its current digital offerings which is set to deliver deeper information and programming across the country which in turn will further engage sports bettors and fans. 

Furthermore, the partnership includes opportunities to feature William Hill data, odds and markets across CBS television programming, with the betting brand also receiving exclusive rights to promote its brand across CBS Sports’ range of digital properties.

Joe Asher, CEO of William Hill US, added: “CBS Sports, similar to William Hill, has a longstanding history of connecting fans directly to the biggest events and most iconic moments in sports.”

“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.”