The William Hill US subsidiary of British bookmaking giant William Hill has announced the signing of a deal that is to see it supply the CBS Sports Digital arm of American media conglomerate ViacomCBS Incorporated with a wide range of content and educational tools.

The Las Vegas-headquartered subordinate used an official Wednesday press release to detail that it already had the exclusive rights to promote its brand across all of the digital broadcaster’s many mobile-friendly platforms although it is to now begin providing the firm with a new free-play parlay game as well as educational tools explaining proposition and bet calculators.

Increasing influence:

William Hill US declared that the ‘first-of-its-kind partnership’ is to moreover see its odds and data embedded within video programming and editorial content offered by CBS Sports Digital such as via the virtual scoreboards on the domains at CBSSports.com and SportsLine.com. The bookmaker stated that its own mobile-friendly sportsbetting app is already available to enjoy in Iowa, Colorado, New Jersey, West Virginia and Nevada with the new alliance due to allow punters in these states to more easily ‘complete a betting transaction’ after receiving information to better ‘understand sportsbetting markets.’

Player procurement:

Ken Fuchs, Digital President for William Hill US, used the press release to proclaim that the alliance will allow his firm to create a ‘highly efficient customer acquisition’ channel while simultaneously giving CBS Sports Digital the chance to further extend its presence into the sportsbetting space.

Read a statement from Fuchs…

“Our partnership is a first-of-its-kind, creating an experience geared to the sports fan and fantasy player that showcases William Hill content and products across the CBS Sports Digital landscape. We’re ready for fantasy football season to begin and can’t wait to introduce fans to the future of sportsbetting while taking their game to the next level.”

Educational effort:

For his part and Jeffrey Gerttula, Executive Vice-President for CBS Sports Digital, asserted that the expanded relationship with William Hill US will enable his company to create more relevant content for use across its many platforms and additionally give sports fans a way to learn how to make sportsbetting picks for fun.

Gerttula’s statement read…

“These enhanced sportsbetting experiences are the result of a true partnership between CBS Sports Digital and William Hill US as we write a new playbook for our companies as well as the broader sports media and sportsbook industries. Together, we will continue to create maximum value for sportsbettors and fans by offering completely new and exciting ways to engage with upcoming sports events.”