Through a new deal with the National Basketball Association (NBA), William Hill is the US. The NBA’s partnership deal with the UK-based operator makes it the fourth official sports betting operator of the association in the US. William Hill joins FanDuel, The Stars Group, and MGM Resorts as official NBA sports betting partners.
William Hill and NBA Mum on the Details
However, both parties haven’t released the exact details of the partnership agreement. But, according to media report, they have signed a seven-figure contract. Additionally, the operator will have access to the official NBA league marks and betting data across its sportsbook lounges in the US and on its mobile app. Furthermore, the NBA will promote William Hill across all its digital assets. This includes their mobile app, social media platforms, and official NBA website.
William Hill is in the US and it’s Expanding
This deal with the NBA isn’t William Hill’s first contract with a USA professional league. In March this year, they signed a similar agreement with the National Hockey League (NHL). Furthermore, William Hill has been looking to further expand its presence in the newly developing sports betting industry. Since the US Supreme Court overturned the Professional and Amateur Sports Protection Act of 1992 (PASPA), the UK gambling operator became one of the most established sportsbook operators in the USA. It already offers services in 10 states.
William Hill’s entry into the US market was a strategic move. Cornering newly developing sports betting markets is a way of dealing with the decreasing performance in an oversaturated domestic gambling sector. Furthermore, it was one of the companies to expand its presence across international waters to offset stricter regulations back home. Along with this, they’re looking to escape an uncertain political future and the effects Brexit will have on gambling revenue.
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