Bookmaker William Hill Strikes US Partnership with Eldorado Resorts

William Hill

British betting shop William Hill has formed a US gambling partnership with Eldorado Resorts.

William Hill announced the news this morning (September 5), stating that they are now Eldorado’s exclusive partner in the provision of digital and land-based sports betting and online gambling.

The partnership combines the two companies and as a result, William Hill will now operate in the 13 US states in which sports betting is legal or sports betting bills are tabled.

The two companies also announced plans to open William Hill shops in five properties in three states within the next three weeks. They include the Tropicana in Atlantic City, the Mountaineer Casino Racetrack and Resort in West Virginia, the Lady Luck Casino in Vicksburg, the Isle of Capri in Lula and the Tropicana Casino in Greenville.

Growing The William Hill Brand

Eldorado currently owns 21 casino properties across 11 different states as well as a customer base of around 23 million people. They’re also expected to complete their acquisition of Tropicana Entertainment Inc, which will extend Eldorado’s reach to 26 properties in 13 states.

Philip Bowcock, the Chief Executive at William Hill, said in a statement: “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, the Chairman and Chief Executive Officer 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.”

He added: “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.”

Meanwhile, William Hill announced British boxer Anthony Joshua as their Global Ambassador just last month. The athlete will be featured in the company’s new integrated advertising campaigns and social media channels in order to promote the brand in a “fun, interactive and responsible way”.