The US branch of UK bookmaker William Hill has continued to increase the size of its east coast footprint with a new media deal that will further enhance its profile in the US.
The new arrangement, announced on Friday, is a comprehensive sponsorship partnership with media organisation MSG Networks, which covers broadcasts of the NHL franchise the New Jersey Devils.
Under the terms of the sponsorship deal, William Hill US’s New Jersey betting properties will be promoted through a mixture of in-game messaging, branded content and commercial spots during all of the MSG Networks’ Devils game broadcasts.
The new media deal was partly down to the work of the new William Hill US Chief Marketing Officer Sharon Otterman, whose previous role was as the Vice President of marketing at the Madison Square Garden Company. Speaking about the deal, Otterman said that William Hill was delighted to be working with MSG in what she described as a ‘ground-breaking’ partnership, and that the company would be using the opportunity to educate US fans on sports betting.
Deal with the Devils
The MSG partnership is the latest stage in the push by William Hill US to expand its influence in the state, which was the first to legalise sports betting following the decision of the Supreme Court to strike down the federal sports betting ban. The company had already struck a deal with the Devils, which became one of the first professional franchises in the US to sign up with a betting company.
The Chief Executive Officer at MSG, Andrea Greenberg, said that the partnership would give William Hill the facility to integrate its marketing messages, which could become the model for future sponsorship deals between bookmakers and US sports franchises.
