William Hill US, the Vegas-based arm of the UK betting company, has agreed its first ever partnership with an American sports team – the NHL’s Vegas Golden Knights. The deal represents a significant landmark in US sports after the US Supreme Court ruled that sports betting would be legalised across many states.
As well as having advertising space at the Knights’ T-Mobile Arena in Las Vegas, William Hill will be able to display live updated odds from across the NHL using the arena’s Jumbotron. The bookmaker will also own every line change during matches, calling them the “William Hill Line Change”.
The agreement with the Knights is the latest move from William Hill as the company looks to grow the brand in the United States, having signed a deal with Anthony Joshua last month. With Matchroom Boxing’s new partnership with DAZN and rumours of a US fight always circulating around AJ, William Hill hope to use the heavyweight champion to boost the company stateside.
More about the US Supreme Courts decision to legalise sports betting in the States here.