British sports betting giant William Hill is reportedly in the final stages of signing a deal with US media partner, CBS Sports, as they look to infiltrate the United States market. Talks between the two parties have been long-going. If reports are to be believed, the negotiations are almost at their end. According to the Sunday Times, the announcement of the deal can come any time from now.
Despite the finer details of the agreement still left to speculation, once the deal is inked, William Hill will be able to promote some of its offers on the CBS Sports website. The website has a core audience that amounts to 42 million visitors every month.
William Hill & CBS Sports Deal
While William Hill has tried to branch out into other markets, the push into the United States of America gathered ground last year when the firm made several acquisitions. This time around they’ve sought out the assistance of CBS Sports, which is owned by Viacom CBS. Amongst its offerings, they provide sports analysis, highlights, and the latest news. These segments focus on major sports in the US such as American football, basketball, and golf tournaments.
It had seemed as though talks between the two parties had reached a snag after they had indicated that they were in advanced stages of the negotiations. The news of Penn National Gaming’s announcement of its 36 percent share acquisition of Barstool Sports is suggested to have breathed life to the discussions all over again.
William Hill’s Projected Success with the Deal
The deal with CBS Sports pales in comparison to Penn’s agreement with Barstool Sports. Barstool Sports has 66 million visitors every month. However, the fact that CBS is a media conglomerate cannot be overlooked. The broadcaster streams popular sports games on all its digital platforms and William Hill will tap into that market.
William Hill has made several moves that suggest that this deal is built for success. On top of penetrating the sports betting market digitally, the bookmaker secured a racebook at Casino Miami in FL, partnered with Income Access as well as the NHL. Once this deal is done, it is only a matter of time until William Hill topples some of the major players in the American sports wagering industry.
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