Now It Is William Hill’s Turn To Expand Its Sports Betting Reach

Written By Bart Shirley on August 3, 2018 - Last Updated on December 21, 2021
William Hill shop sign

European gaming giant William Hill is greatly expanding its presence in the United States. On Aug. 3, the company announced that it has reached sports betting partnerships with 11 Mississippi casinos and a West Virginia property.

A press release confirmed deals with the following casinos in Mississippi:

  • Hard Rock Hotel and Casino Biloxi 
  • Island View Casino 
  • Palace Casino 
  • Treasure Bay Casino
  • WaterView Casino

The statement alluded to deals with six other unnamed casinos. William Hill will provide both the technological platform and gaming expertise to the 11 properties.

The Mississippi Gaming Commission must approve all 11 partnerships before they can proceed. William Hill expects the partnerships to be live by the end of August 2018.

The company also alluded to a deal with a West Virginia casino. Though the statement declined to name the casino, it indicated that William Hill will provide the property with retail, mobile, and online sports betting.

“We have had a great start in New Jersey and our team is working hard to launch our mobile product there, as well as getting ready to go live in Mississippi, West Virginia and elsewhere, subject to regulatory approval,” said William Hill US CEO Joe Asher. “There is a lot happening and we are very proud of our team.”

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William Hill’s growing American empire

This announcement is a major addition to a growing list of partnerships for William Hill. The European company has its figurative fingers in pies in:

William Hill already has more sports betting locations in Nevada than any other company. Over 100 shops or kiosks exist in the state that, until May 2018, was the only state that could offer sports betting.

There are more than 70 Nevada casinos that maintain relationships with William Hill. The company consulted for Delaware’s parlay system, which was one of the few exceptions allowed to continue operations under the Professional and AmatPASPA.

William Hill is willing to play the long game

The press release also stated that William Hill is in “advanced discussions” with several other operators. Those operators have locations in 14 other states.

Given that only seven states have legalized sports betting in the US so far, some of those partnerships would be fairly speculative. However, William Hill may be emboldened after its 2013 partnership with Monmouth Park paid off so handsomely.

William Hill spent $5 million to refurbish the Monmouth Park Racetrack cafeteria into a sports betting facility. For five years, the facility operated as a sports bar only, even with the phrase “the home of betting” painted on its walls.

So far, William Hill’s stewardship has led the north New Jersey racetrack to take the early lead for sports betting revenue. William Hill also operates the sportsbook at Ocean Resort Casino, Atlantic City’s newest property.

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Bart Shirley

Bart Shirley is a writer and poker player from Houston, Texas. When he's not teaching high school math and business, Bart writes about the NJ online casino industry and US online poker. He has a master's degree in business administration from Texas Christian University and a degree in English from Texas A&M.

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