Sep 20, 2019

William Hill seeks US media partner

William Hill is on the hunt for US broadcast deals to promote its brand as competition intensifies in the recently legalised American sports betting market. William Hill was the first of the listed UK bookmakers to set up in the US in 2012 when it bought Mr Asher's Brandywine Bookmaking business in Nevada for $50m. But it faces heavyweight rivals that boast much better brand recognition, in part thanks to deals with big media and entertainment groups. While many people there initially mistook it for the William Hill winery in northern California, "Now you tell someone you work for William Hill and they pull out the app". The expansion of William Hill US has been boosted by a partnership with casino operator Eldorado, which last September took a 20 per cent stake in return for making the company its exclusive sports betting provider. William Hill has increasingly focused on its US business as it grapples with stringent regulation in the UK. In July, after the maximum stake on fixed-odds betting machines was slashed from £100 to £2, it said it would close 700 shops.

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