(Alliance News) - William Hill PLC said Monday its US partner, casino owner Caesars Entertainment, has signed an agreement with US sports network ESPN.
The FTSE 250-listed bookmaker said the deal will see its betting app advertised on ESPN's website and its fantasy sports sites.
"William Hill Sports Book's odds and markets will connect directly to William Hill's sports betting apps in legalised states," William Hill said.
Since becoming Caesars Entertainment's exclusive sports betting partner over a month ago, William Hill said it has opened 12 branded sports books at Caesars' properties in Nevada, Iowa, and most recently, New Jersey.
The mobile sports betting app, Caesars Sports Book by William Hill, will soon be available in Indiana, Pennsylvania, New Jersey and Nevada pending regulatory approvals, William Hill noted and added that once integration of the Caesars sportsbooks is completed, William Hill will operate in more than 170 retail locations across 13 states.
The company continued: "The deal comes shortly after William Hill became the exclusive sports betting operator for Caesars Entertainment, following the merger with Eldorado Resorts. Link integrations to William Hill's sports betting apps, geo-targeted to legalised sports betting states, will appear on ESPN.com web and mobile web and the ESPN Fantasy app. Caesars Sportsbook by William Hill will also become a sponsor of ESPN's Fantasy products, deepening an existing relationship as ESPN's exclusive odds provider."
William Hill Chief Executive Ulrik Bengtsson added: "ESPN is one of the pre-eminent brands in sports. Tens of millions of fans will now have a direct link to our sports betting apps and odds.
"Giving ESPN users this access will accelerate our leadership as we continue to expand in the US."
Shares in William Hill closed 1.7% higher in London on Monday at 199.00 pence each.
By Paul McGowan; paulmcgowan@alliancenews.com
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