The National Basketball Association (NBA) unveiled a new partnership agreement with the UK gambling operator William Hill. Under the deal, the British bookmaker would become a partner and an authorised sports betting operator of the NBA on the territory of the US.
The announced partnership contract makes William Hill the fourth authorised sports betting operator of the NBA, as the British gambling company joins the three other official partners of the Association – FanDuel, MGM Resorts and The Stars Group.
Neither one of the two parties has so far revealed the exact terms of the partnership agreement. According to media reports, the contract is worth a seven-figure sum. Also, under the agreement, William Hill will have access to the official NBA betting data and league marks on its mobile platforms and in its sportsbook lounges in the US. In addition, William Hill will be promoted across all digital assets of the National Basketball Association, including the mobile application of the NBA, the Association’s social media platforms, as well as the official website of the NBA.
This has not been the first partnership agreement of William Hill with a professional sports betting league in the US. Back in March 2019, the company inked a similar agreement with the National Hockey League (NHL).
British Bookmaker William Hill Already Offers Its Services in 10 US States
Through the partnership agreement with the British gambling firm, the NBA is making another investment in the US sports betting market a little over a year after the US Supreme Court lifted the ban on this type of gambling in the country.
As a matter of fact, the NBA has made some moves aimed at making gambling easier. Last month, the Association’s Board of Governors announced a series of new rules, including mostly anti-tampering and travelling rules. However, one new rule, in particular, remained underreported – the one involving teams setting their official lineups earlier. Under this rule, teams are now required to inform the for their starting lineups 30 minutes before the opening tip. Despite the measure was rolled out to make things more transparent to fans and opposing teams, many analysts have claimed that it was all about gambling.
On the other hand, the deal comes as a great opportunity for William Hill, which has been one of the British gambling operators looking to expand their presence in the newly-opened sports betting sector. Since the Professional and Amateur Sports Protection Act of 1992 (PASPA) was overturned by the US Supreme Court, William Hill has managed to become one of the best-established sportsbook operators in the US, with the company already offering services in 10 US states.
As Casino Guardian has already reported, the last few years have seen British gambling operators turn their eyes to expansion in the US as a way to compensate for their suffering performances in their crowded and heavily regulated domestic gambling sector. William Hill was one of the companies which have been seeking to expand their presence in the newly-opened sports betting sector of the US to offset the negative impact which stricter regulatory rules in the UK and increased political uncertainty associated with upcoming Brexit are having on their gambling revenue.