William Hill In First US Sponsorship

William Hill US, the Las Vegas-based arm of the UK betting company, has signed its first partnership agreement with an American sports team.

The multi-year, non-exclusive deal between the bookmaker and the NHL’s Vegas Golden Knights was confirmed in a press release from the franchise owners.

It represents a significant landmark, coming in the wake of this year’s US Supreme Court ruling that will legalise sports betting across many US states.

The agreement will see William Hill ads appear on rink dashboards and signage at the Knights’ home venue, T-Mobile Arena in Las Vegas. 

As part of the deal, updated odds from across the NHL will appear on the arena’s Jumbotron between periods. Line changes will be called the “William Hill Line Change.”

The agreement links William Hill, which has it US operational hub in Las Vegas, with the first major sports franchise to make its home in the world’s gaming capital.

Commenting on the partnership, Golden Knights president Kerry Bubolz said: “We are always looking for innovative ways to engage different segments our fan base and provide a unique fan experience.

“This partnership between a major professional team and a sportsbook operator is a historic, landmark agreement.”

William Hill is among several UK and global betting firms seeking to exploit the opportunity of the major new US market.

The firm was the first international bookmaker to move into the US at the start of the decade, in anticipation of deregulation. 

In June, William Hill US CEO Joseph Asher reported being “inundated” with calls from American sports properties looking for sponsorship deals.

The bookmaker’s partnership with UK world heavyweight champion boxer Anthony Joshua, announced last month, has been widely seen as part of a strategy to grow the William Hill brand in the United States.