William Hill, CBS Sports in Data Deal

William Hill U.S. has partnered with CBS Sports in an agreement where the sportsbook gives wagering data to the network in exchange for exclusive rights to promote its brand across a range of digital properties. William Hil US CEO Joe Asher (l.) says the deal gives William Hill the ability to tap into 80 million monthly CBS users.

William Hill U.S. announced a partnership deal with CBS Sports on February 10 that makes the Las Vegas-based sportsbook operator the official sports betting partner and wagering data provider all of the network’s online platforms.

Under the deal, CBS will utilize William Hill’s data and odds, and the sportsbook operator will have the exclusive rights to promote its brand across CBS Sports’ range of digital properties, including CBS Sports Fantasy. CBS Sports Digital is considered the second-largest sports property in the U.S., with more than 80 million monthly users across its sites and mobile apps.

William Hill CEO Joe Asher said the deal “will allow us to expand the brand across America quickly and efficiently.”

The announcement is the latest agreement pairing sports betting or casino operators with traditional media outlets in order to find another vehicle to grow audience engagement from both sports bettors and sports fans.

Financial terms of the agreement between William Hill and CBS were not disclosed, according to CDC Gaming Reports.

“We really felt this was the right deal for us,” Asher said in an interview. “The deal gives us the ability to tap into a database. CBS also has tens of millions of social followers. They have the eyeballs, and they have customers we want to reach.”

The partnership also includes opportunities to feature William Hill’s data, odds and markets across CBS television programming.

“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 U.S.,” said Jeffrey Gerttula, general manager of CBS Sports Digital.

The partnership will begin in March on CBS Sports digital platforms, with a full rollout planned for the fantasy football season.

CBS Sports Digital offerings include SportsLine, a subscription platform for game picks and predictions; CBSSports.com; 24/7 streaming network CBS Sports HQ, which features the nightly SportsLine show focused on sports betting; CBS Sports Fantasy; CBS Sports apps; and 247Sports.