CBS Sports and William Hill intend to grow together as legal sports betting continues to blossom across the American landscape.
One of the most venerable and traditional sports broadcasters joined forces with one of the world’s oldest and most established sportsbooks when CBS and William Hill announced a strategic partnership that will lead to integration across their sports betting, media, product and technology entities.
Among the more prominent digital media producers in terms of sports betting information, by teaming with William Hill CBS hopes to grow its reputation as a media voice in the industry by accessing the expertise of William Hill’s oddsmakers and the company’s more than 140 sportsbooks.
In turn, William Hill gains exclusive rights to promote its brand across all CBS Sports digital properties.
The partnership will launch on a limited basis in March, with full rollout planned in time for the fall fantasy football season.