William Hill has secured a new partnership with The National Basketball Association (NBA) after being named as a ‘Proud Partner and an Authorized Sports Betting Operator of the NBA in the United States.’
Under the terms of the new agreement, William Hill will gain access to official NBA betting data as well as league marks across its mobile platforms and in its US sportsbooks.
“We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events. The NBA has been a leader in recognizing the benefits of a legal sports betting market,” said Dan Shapiro, Vice President of Strategy & Business Development of William Hill US.
“We expect this to be the beginning of a long and mutually beneficial relationship with the league and its teams.”
Part of the deal will also address the issue of potential match-fixing, although there appears to be just a commitment at this point rather than any actual detail as to how to protect both parties.
The companies stated: “Throughout the partnership, William Hill and the NBA will collaborate on best-in-class practices to protect the integrity of NBA games.
The bookmaker is due to be promoted across the NBA’s digital assets including NBA.com, the NBA app, and the NBA’s social media platforms, further boosting its exposure across the US market.
“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, Senior Vice President, Head of Fantasy & Gaming, NBA.
“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.”