William Hill planning an impact in the US market with CBS Sports deal

According to a “Sunday Times” report, bookmaker William Hill will announce in the coming days a major US deal with national broadcaster CBS Sports. In an attempt to follow the lead of competitors Stars Group Inc and GVC Holdings which partnered with FOX and Yahoo sports respectively, William Hill will secure its media arrangement with a leading US sports broadcaster.

CBS Sports network currently holds the exclusive rights to broadcast live NFL Sunday programming of AFC divisional games for over 61 million US households. Also, CBS holds the rights for NCAA Championships.

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

Operating Nevada sportsbooks since 2012, William Hill currently maintains the biggest US wagering footprint servicing betting venues across nine regulated US states.

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