NBA Partners with William Hill as Sports Betting Operator

NBA Partners with William Hill as Sports Betting Operator

Ever since PASPA (the Professional and Amateur Sports Protection Act) was overturned in 2018, several major professional sports organizations have capitalized on the opportunity by partnering with renowned sportsbooks. The NBA has particularly been active on the sports betting from and agreed to the latest deal on Thursday, naming William Hill as a sportsbook operating partner.

According to an NBA press release the league’s partnership gives William Hill, the largest U.S. bookmaker by number of retail locations, rights to use official NBA betting statistics and league marks across its mobile outlets and its sportsbooks throughout the States.

In return, William Hill will be promoted across the NBA’s digital properties, including the official website, official app, social media outlets and the NBA League Pass. The NBA has a mammoth social media presence, with 1.6 billion likes and followers across all team, league and player platforms.

“William Hill is a globally respected brand that has set an early standard for sports betting in the U.S. market,” NBA Vice President and Head of Fantasy & Gaming Scott Kaufman-Ross said in the release. “We are delighted to partner with William Hill as they grow their business throughout the U.S. and are excited to work together to provide a world-class experience to our fans.”

The NBA named MGM Resorts as an official gambling partner last summer, a first for the league.

Since then the league has also struck similar deals with FanDuel and The Stars Group. Those two companies will be under one umbrella after an impending merger between TSG and FanDuel parent company Flutter Entertainment, assuming regulatory approval.

No exact amount was disclosed but The Sports Business Journal reported that the deal was worth seven figures:

William Hill Presence in US Market

Headquartered in London, William Hill entered the U.S. market in 2012, opening three sportsbooks in Nevada. Currently, William Hill has operations in 10 states, including the first one ever in New Jersey. The sportsbook takes roughly 25 percent of all sports bets placed in the U.S. market.

Since PASPA was overturned, the popular sportsbook has partnered with several professional sports teams and organizations, including the NHL’s Vegas Golden Knights and the New Jersey Devils, plus the league itself.

Dan Shapiro, the William Hill US Vice President of Strategy & Business Development, spoke on the company’s new partnership with the NBA.

“We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events,” Shapiro said. “The NBA has been a leader in recognizing the benefits of a legal sports betting market. We expect this to be the beginning of a long and mutually beneficial relationship with the league and its teams.

NBA Strong Legal Sports Betting Supporter

Of all the professional sports organizations in the U.S., the NBA has been the strongest supporter of legalized sports betting to increase the league’s security and boost the fan experience.

Last March, NBA Commissioner Adam Silver was interviewed on the CBS show “60 Minutes.”

“I think (legal sports betting) decreases risk dramatically because we have access to the betting information,” NBA Commissioner Adam Silver said on 60 minutes in March. “I think when you have an underground business operating in the shadows, you have no idea what people are betting on your own events.”

The release also said William Hill and the NBA will work in partnership on sports betting best practices to protect the integrity of the league’s games.