Gambling operator William Hill has reached a deal to become a sports betting operator of the NBA, the league announced on Wednesday. William Hill will now have the right to use official NBA betting data and league branding marks across its mobile gaming platforms and in its sportsbooks throughout the U.S.
William Hill is headquartered in London and has a strong betting presence across the U.K., Ireland and Gibraltar. Since PASPA was overturned in May 2018, William Hill has expanded its sports betting operations into 10 states across the U.S.
“The NBA has been a leader in recognizing the benefits of a legal sports betting market,” said Dan Shapiro, VP of strategy and business development of William Hill U.S. “We expect this to be the beginning of a long and mutually beneficial relationship."
William Hill is now the fourth sportsbook to become an authorized betting partner of the NBA, joining MGM Resorts, FanDuel and The Stars Group. Terms of the NBA’s deal with William Hill were not disclosed. As a possible barometer, ESPN reported that MGM’s betting deal with the NBA was worth at least $25 million over three years.
William Hill branding will be promoted across NBA digital platforms as part of its new deal, including NBA.com, the NBA app, and the league’s social media accounts. In March, William Hill also signed a betting data deal with the NHL to become one of the league’s authorized betting partners.
