One of the largest sportsbook operators in the world, William Hill, has joined forces with the NBA to become an official partner. The collaboration means that the bookie won’t just be able to use the NBA logo, but will also have access to data for use in its apps and betting operation.
The move is just the latest for the NBA, which already has three other betting operators listed as official partners.
Taking NBA forward
The move to join the NBA as an official partner is one which will benefit both sides. William Hill will be able to offer NBA betting, with full access to the data from the body, and can include their logo in advertising. This includes gambling on both its mobile, online app and at physical sportsbook locations.
William Hill will also have the benefit of the NBA promoting its services across various digital platforms.
The NBA has been keen to be viewed as a leader in the field of sports betting since the federal ban on it was scrapped in 2017. It already has deals with MGM, FanDuel and The Stars Group in place. All of the deals are made on a non-exclusive basis but recognise the companies as authorised betting operators for NBA games.
Although the NBA is keen to take sports betting forward, some of its games take place in states where it’s not yet been legalised. This includes Florida, Texas and California where there are no signs of imminent change.
Presence in the US market
The hookup with the NBA is just the latest of moves for William Hill who is working hard to establish a presence in the US market. The bookie has already brokered a deal with the NHL, and the NBA partnership is the latest addition.
According to sources, the NBA deal with MGM was worth $25 million but no details have been disclosed from either side about the cost of the William Hill deal.
The company first entered the US market in 2012 when it set up a sportsbook operation in Nevada; this has since expanded to 112 within the state. William Hill has established a presence with a bricks and mortar casino in New Jersey, and also has online exposure in other areas of the US including Iowa, West Virginia and Indiana.
Source – Igaming world