CBS Sports partners with William Hill for sports betting
By Matt Collins Article may include affiliate links
The two companies will integrate sports betting related content, data and analysis into CBS Sports’ digital platforms starting in March.
CBS will broadcast the NCAA men’s college basketball tournament and “March Madness” so it seems likely the betting service will be launched as part of that event.
Meanwhile, CBS hopes to roll out the partnership fully by fantasy football season.
William Hill will be the exclusive provider of data, odds, markets and experts for CBS Sports’ betting features.
The move comes after Fox announced Fox Bet last year — a partnership with Stars Group. Stars, meanwhile, is planning to merge with Flutter Entertainment, the owner of FanDuel. After the deal closes, Fox will have the option to buy into Flutter.
Sports broadcasters are showing more interest in sports betting thanks to changes in national laws that no longer make sports betting illegal and more states are legalizing gambling in general.