In a new partnership announced earlier this week, William Hill will become the official sportsbook and wagering data provider of CBS Sports.

CBS Sports will begin to showcase its new partnership starting next month. The goal is to have a full rollout just in time for fantasy football season.

This new partnership joins similar ones made by:

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Public responding favorably to the CBS Sports William Hill deal

According to Legal Sports Report, the news of the CBS Sports-William Hill partnership was met with positive feedback as the stock price for William Hill climbed 5%.

Wiliam Hill brings brand name recognition, along with its 140 sportsbooks to a well-established CBS Sports Digital sports vertical.

It has more than 80 million users per month across its sites and apps. It also has tens of millions of followers on social platforms. 

The combined outreach of the two will attract new New Jersey sports betting customers, especially when March Madness and the NFL season kicks off.

What they’re saying about the CBS-William Hill deal

“We’re thrilled to launch this momentous partnership, which will allow us to deepen our investment and further extend our leadership in delivering multi-platform sports wagering content while providing William Hill with unprecedented reach for their market-leading betting platform as they continue to grow their industry-leading U.S. business,” said Jeffrey Gerttula, Executive Vice President and General Manager of CBS Sports in a press release.

“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.  Together, we will deliver even more value to this rapidly growing segment of sports fans.”

In this new partnership, William Hill will be promoted across CBS Sports’ broad range of digital properties. That includes promotion to CBS Sports Fantasy, one of the largest fantasy platforms in the world.

Additionally, William Hill will benefit from being promoted through:

  • CBS SportsLine
  • CBSSports.com
  • CBS Sports HQ

“CBS Sports, similar to William Hill, has a longstanding history of connecting fans directly to the biggest events and most iconic moments in sports,” said Joe Asher, CEO of William Hill US, in a press release.

“We are excited about this partnership, with assets including mass-reach digital content products, one of the largest fantasy sports databases and platforms in the world, and leading sports television programming, which will allow us to expand the William Hill brand across America quickly and efficiently.”