William Hill has teamed up with Eldorado Resorts, signing a partnership agreement for digital and land-based sports betting and online gaming in the US.
The partnership gives William Hill’s US division market access through Eldorado, a casino group with 21 properties across 11 states and a customer base of 23m people.
Eldorado's pending acquisition of Tropicana Entertainment will extend its reach to 26 properties in 13 states, with completion expected in Q4 2018.
Under the terms of the agreement, William Hill becomes Eldorado's exclusive partner in the provision of digital and land-based sports betting services as well as online gaming. As a result, William Hill's reach now extends to 13 states where sports betting is either legal or sports betting bills are tabled.
Within weeks, the partners will open William Hill sportsbooks in five properties across three states: The Tropicana in Atlantic City, New Jersey; The Mountaineer Casino Racetrack and Resort in West Virginia; and three casinos in Mississippi – The Lady Luck Casino in Vicksburg, Isle of Capri in Lula and Tropicana Casino in Greenville.
Sportsbooks in additional casinos/states, as well as digital betting and gaming services, will be launched in the months ahead subject to the legislation in each state.
William Hill and Eldorado, who have partnered since 2012 in Nevada, are aligned to grow William Hill US, with the company currently involved in discussions with a number of potential partners.
Philip Bowcock, William Hill’s CEO, said: "Partnering with Eldorado gives William Hill access to one of the largest and most attractive casino footprints with 23m customers across multiple states.
“This partnership provides extensive cross sell and profit growth opportunities to both parties. Together, we are positioned to capture the evolving US opportunity – starting with land-based sports betting and extending to digital sports betting and, in some states, online gaming."
Gary Carano, Chairman and CEO of Eldorado, said: "Having worked with the company since 2012, we believe William Hill represents the gold standard in global sports betting and we are confident that our expanded partnership will be successful. We look forward to bringing the excitement of sports betting to customers across our growing platform of leading casino resorts, creating value for all shareholders."
