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William Hill Sports continues its expansion in the US sports betting market.
Joe Asher, the chief executive officer of William Hill US, spoke of the extended agreement in a press release.
“Since entering the United States, William Hill has had an excellent relationship with Golden Entertainment, and we look forward to continuing it for many years to come in Nevada and elsewhere as opportunities arise.”
Legal sports betting drives the new deal
William Hill and Golden Entertainment already have a strong presence in Nevada. William Hill operates the sportsbook at Pahrump Nugget Hotel & Gambling Hall on behalf of the company.
Additionally, it manages deposit kiosks at taverns and other gaming locations owned by Golden Entertainment. There are a total of 80 kiosks. The deal will add 100 more.
With the new agreement, William Hill will assume operational control over more properties in Nevada and Arizona, including:
- Stratosphere Casino Hotel & Tower
- Arizona Charlie’s Decatur
- Arizona Charlie’s Boulder in Las Vegas
- Aquarius Casino Resort in Laughlin
William Hill already manages the sportsbooks at Edgewater and Colorado Belle casino resorts in Laughlin. Golden Entertainment is acquiring those properties. The deal will be final in the first quarter of 2019 and stay under William Hill’s management.
The new agreement extends beyond Nevada’s borders into Montana and Maryland. While legal sports betting seems to be the driver behind the deal, neither of these states are close to launching full sports betting operations at this point. In fact, the legislators don’t seem in a rush to get something on the books.
Steve Arcana, COO of Golden Entertainment, Inc., talked about the growing partnership during the announcement.
“We are excited to expand our current relationship with William Hill, which has a proven sports wagering platform not only in Nevada but around the world. We look forward to growing our business in Nevada and other jurisdictions through this partnership,”
Everything is golden for William Hill’s new deals
This latest agreement puts an exclamation point on William Hill’s charge towards US sports betting dominance. William Hill is very strategic in its partnership deals and is creating an enviable footprint as a result.
For instance, some states have independent gaming commissions to monitor sports betting, and others are housing sports betting under its lottery. William Hill is ready to capitalize on both.
The company recently joined forces with IGT in a multi-year agreement to offer US lotteries “a full-service solution for sports betting.”
The agreement gives William Hill access to “all future sports betting opportunities and bid requests from U.S. lotteries on a mutually exclusive basis.”
And don’t forget about their landmark deal with Las Vegas’ NHL team, the Golden Knights.
The deal with Golden Entertainment solidifies William Hill’s position in the Nevada gaming market. It also provides access to two new states. Add to that the eleven states its partnership with Eldorado Resorts, Inc. offers and William Hill is primed to be a significant player in the legal US sports betting industry.
Upon regulatory approval, the deal with Golden Entertainment will likely close by the end of the year.