William Hill recently entered talks to extend their reach into the US even further. It was reported on August 5th that UK bookmaker William Hill had begun talks to create some sort of arrangement with American casino company Penn National Gaming. What exactly that deal will be is currently unknown; talks are said to be in early stages.
In a press release from August 3rd, William Hill announced they were in talks to make a deal that would give them access to a number of new states:
“The company is also in discussions with operators about sports betting deals that would cover a further fourteen US states.”
At the time, CEO Philip Bowcock only said the following about the deal:
“The team continue to engage in discussions that cover a further fourteen states and they are doing a tremendous job.”
London-based newspaper City AM was the first to report that Penn National was the company involved in the potential deal. However, “City sources have named Penn National Gaming as the operator in question,” was all they were able to report at the time.
Based on the quotes above, William Hill is staying tight-lipped about who is involved on the other side. Regardless, should a deal successfully emerge from these rumors, William Hill would have tremendous access to the US market as sports betting becomes more widespread across the US. The rumored partner Penn National operates 29 casinos across 16 different states, and William Hill would, theoretically, have access to all of them.
William Hill currently operates sports betting in Nevada, Delaware, and New Jersey, having recently made big news opening their sportsbook at Monmouth Park Racetrack. They also operate a race book in Iowa. In the same press release announcing their talks to with the unconfirmed company, William Hill announced partnerships with 11 casinos across Mississippi and one in West Virginia.
While the company that William Hill is in talks with hasn’t been confirmed yet, Penn National certainly fits the bill of adding 14 states to William Hill’s profile. All that’s currently confirmed is that William Hill is in talks to significantly expand their footprint in the US, following the announcement of an already major expansion into the US on Friday.
The press release was chocked full of plans William Hill has in store. As well as all the above, the release contained an extra carrot that William Hill is attempting to acquire a contract to operate sports betting in Rhode Island.
William Hill is working with IGT to become the first company to offer sports betting in Rhode Island. IGT is the state’s lottery operator, and the only company to officially apply for a sports betting license. If it’s awarded, William Hill will provide their bookmaking experience, as well as risk management and trading data to IGT.
While William hill announced a fair amount of news on the 3rd, they still have a lot of announcements left to make. Only five of the Mississippi casinos were named in the press release, leaving the additional six as well as the West Virginia casino to be named at a later date.
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