Last Updated on August 11, 2020

Yet another major media company has struck an exclusive partnership with a sports betting brand in the U.S.

Off the heels of the Penn National / Barstool news, TheSundayTimes is reporting a partnership between William Hill and CBS Sports this morning.

This is the latest in a growing movement of media companies partnering with sports betting brands in hopes to increase engagement and viewership. The Times of London had recently reported that CBS/William Hill “secret” deal was dead and William Hill was seeking a new media partner.


Current Major Media Partnerships with Sportsbooks:

  1. Fox partners with The Stars Group (Ticker TSG)
  2. YAHOO partners with BetMGM
  3. Barstool Sports partners with Penn National Gaming (Ticker PENN)
  4. CBS Sports (Ticker VIA Viacom/CBS) partners with William Hill

According to FrontOfficeSports, NBC is close to deciding on which sports betting brand they will partner with.


Breaking Down The CBS William Hill Deal


The details are a bit sparse at this point, but CBS brings roughly 42 million digital eye balls to this transaction. WilliamHill does not have the brand recognition of DraftKings, FanDuel or Barstool in the U.S. CBS Sports will certainly help William Hill with this issue as early as next month with March Madness.


  • Will William Hill appear on NCAA brackets?
  • Could William Hill branding blanket March Madness TV/streaming coverage for CBS?
  • Placement on CBS Sports score tickers?
  • Similar to the Yahoo/BetMGM deal, will the deal only serve certain states via a visibility on



Massive March Madness Impact

With the huge ratings for March Madness each year, William Hill will receive massive exposure from an audience that is proven to participate in betting. March Madness brackets are immensely popular with over 17 million bracket entries on ESPN alone last year.

March Madness viewership has gone well for CBS Sports, with ratings at a four-year high and among the best since the early 1990s. Over the past 25 years, only the 2015 and 2011 tournaments delivered bigger ratings compared to the 2019 tournament per

The potential reach of streaming March Madness is immense as well. The 2019 NCAA Championship game was up 19% and 7% based on live uniques, with live streams and live hours consumed per


William Hill App Coming To Your State Soon?

With over 100+ sportsbooks in Nevada, along with retail and mobile sportsbooks in New Jersey and Iowa, the brand recognition of William Hill is surprisingly low in the U.S. FanDuel and DraftKings are still enjoying the splendors of their $500M+ daily fantasy sports ad spend back in 2014-2015 that have made them household names.

States With William Hill Sportsbooks:

  1. Nevada: Retail sportsbook
  2. New Jersey: Retail sportsbooks and mobile app available
  3. Indiana: Retail sportsbooks
  4. Iowa: Retail sportsbooks and mobile app available

The William Hill online sportsbook and mobile app are expected to go live in Colorado, Illinois,  and Tennessee during 2020. We also expect William Hill to join the Michigan sports betting market when online/mobile options begin in 2021.

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