William Hill and CBS Sports unveil digital content and product integrations
Free-to-play games, odds integration and educational tools launched as AGA reveals 33 million Americans plan to bet on NFL games
William Hill has announced the rollout of online content and product integrations with its official sports betting partner, CBS Sports, to coincide with the upcoming NFL season.
As well as newly created content and offerings, including a free-to-play parlay game, William Hill’s odds and data will feature on the sports broadcasting giant’s digital channels and within editorial content and video programming.
The partnership, first revealed in February, also includes the creation of education tools, such as prop and bet calculators, and interactive betting markets within scoreboards and editorial content.
William Hill also has exclusive rights to promote its brand across the network’s digital platforms, including CBSSports.com, SportsLine, CBS Sports HQ, CBS Sports apps and CBS Sports Fantasy – one of the largest fantasy sports platforms in the world.
Besides increasing the bookmaker’s brand presence nationally, CBS Sports Fantasy will primarily be used as a customer acquisition tool with lower CPAs than traditional marketing in states with legal sports betting.
William Hill US, which operates in more than 150 locations across 12 states and offers online sports betting in Colorado, Iowa, Nevada, New Jersey and West Virginia, claims to already take one in four wagers in America. Legal sports betting is so far live in 18 states plus Washington DC.
CBS Sports Digital EVP and GM Jeffrey Gerttula said: “These enhanced sports betting experiences are the result of a true partnership between CBS Sports Digital and William Hill as we write a new playbook for our companies as well as the broader sports media and sportsbook industries.
“Together, we will continue to create maximum value for sports bettors and fans by offering completely new and exciting ways to engage with upcoming sports events.”
Ken Fuchs, president of digital at William Hill US, said: “Our partnership is a first-of-its-kind, creating an experience geared to the sports fan and fantasy player that showcases William Hill content and products across the CBS Sports Digital landscape.”
Meanwhile, a survey by the American Gaming Association (AGA) has revealed that more than 33 million Americans – equivalent to 13% of the adult population – plan to bet on NFL games this upcoming season.
The study estimates that of the 33.2 million who intend to bet on the NFL, 20% (6.6 million) will do so at legal retail sportsbooks while 34% (11.3 million) will bet via legal and illegal online sites.
The NFL and its teams have inked 26 marketing and data sharing partnerships since PASPA’s repeal in May 2018. Almost half (11) of the 23 states that are home to NFL teams have legal sports betting.