The National Basketball Association and William Hill announced a partnership designating the sportsbook as an authorized sports betting operator of the NBA on Oct. 2.
The deal gives William Hill the rights to official NBA game data and logos for its U.S.-based mobile and retail sportsbooks. The NBA will promote the William Hill Sportsbook-brand across its online media assets, including NBA.com, the NBA App and NBA social media platforms.
Scott Kaufman-Ross, senior vice president, head of fantasy and gaming, NBA, said: “William Hill is a globally respected brand that has set an early standard for sports betting in the U.S. market. We are delighted to partner with William Hill as they grow their business throughout the U.S. and are excited to work together to provide a world-class experience to our fans.”
An industry leader with 85 years of history in sports wagering, William Hill is internationally recognized as an global pioneer in sports betting. William Hill moved into the U.S. market from the U.K. in 2012, setting up shop in Nevada.
Following the repeal of PASPA in May 2018, as individual states began to legalize sports wagering, William Hill led the expansion effort and now operates sportsbooks in 10 U.S. states. Currently, William Hill accepts one out of every four bets placed in the country.
Dan Shapiro, vice president of strategy & business development of William Hill said: “We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events. The NBA has been a leader in recognizing the benefits of a legal sports betting market. We expect this to be the beginning of a long and mutually beneficial relationship with the league and its teams.”
The financial terms of the partnership were not disclosed. The NBA and William Hill will also work to protect the integrity of league games.
William Hill Now Partnered with Two Major Sports Leagues
William Hill signed a partnership with the National Hockey League to be an official sports betting partner of the NHL last March. The NHL made a previous deal with MGM Resorts, as well as with FanDuel to be the league’s official daily fantasy partner.
The NBA has non-exclusive sports betting partnerships with MGM Resorts, The Stars Group and FanDuel, as well.
William Hill PLC was founded in the U.K. in 1934, and currently employs over 16,000 people. The company is listed on the London Stock Exchange. William Hill currently operates 113 race and sportsbooks in Nevada and operates the state’s leading mobile sports betting app.
The company operates retail sportsbooks in New Jersey at Monmouth Park Racetrack, Ocean Resort Casino, Tropicana Atlantic City, as well as its mobile app. In addition, William Hill offers both retail and online sports betting in Indiana, Iowa and West Virginia, as well as its retail brand in numerous casinos in Mississippi, Pennsylvania, Rhode Island and New Mexico.
William Hill also serves as the exclusive risk manager for Delaware Lottery sports betting. In February 2019, William Hill acquired MRG Group, adding the Mr. Green and Redbet brands to its gaming portfolio.