The National Basketball Association (NBA) has announced US sportsbook William Hill as its latest authorised sports betting operator, in an agreement that will see the gambling firm use NBA data and branding on its mobile platforms.
The partnership will also promote William Hill across the North American basketball competition’s digital assets, including its official website, mobile app, and social media channels.
Following the US Supreme Court’s decision to grant states individual power to legalise sports betting, the NBA was the first major league in the US to partner with a sports betting operator in July last year when it teamed up with MGM Resorts International. The North American basketball league has since added FanDuel and Stars Group as authorised gaming partners, with William Hill now joining that list.
The NBA also signed the country’s first sports betting data distribution deals with betting data and integrity services Genius Sports and Sportradar, with William Hill now joining that list.
“William Hill is a globally respected brand that has set an early standard for sports betting in the U.S. market,” said Scott Kaufman-Ross, the NBA’s head of fantasy and gaming.
“We are delighted to partner with William Hill as they grow their business throughout the U.S. and are excited to work together to provide a world-class experience to our fans.”
William Hill has also continued its expansion of sports betting throughout the US and now has operations in ten states, while chief executive Joe Asher has been a vocal supporter for the move.
“We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events,” added Dan Shapiro, William Hill’s US vice president of strategy and business development.
“The NBA has been a leader in recognising the benefits of a legal sports betting market. We expect this to be the beginning of a long and mutually beneficial relationship with the league and its teams.”