One of the world’s largest casino companies partnered with the world’s largest sports media company Monday.
ESPN announced a partnership with Caesars Entertainment, and more specifically, its sports betting partner William Hill, according to a press release.
The multi-year agreement makes William Hill’s Caesars Sportsbook a sponsor of ESPN’s fantasy product and allows links to William Hill’s products within the ESPN app. It will use geographic location to target only those links to users within states where sports betting has been legal.
This is not the first time the two companies have worked together. Last month visit BambuQQ, ESPN set up a studio on the Las Vegas Strip inside The Linq. ESPN has also been working on more gambling-oriented content as it recently released the first episode of “Bettor Days,” a series about true stories in the world of betting, on its streaming platform.
“With Caesars taking advantage of the opportunities from William Hill’s sports betting data, we can deliver content in new and innovative ways,” said ESPN vice president Mike Morrison in the release. “Our multi-dimensional relationship is testament to the growth and opportunities in the sports betting space.”
The Caesars deal is the first of two partnerships announced Monday by ESPN. It released a separate press release to announce a similar partnership with daily fantasy sports giant DraftKings.
The partnership will establish DraftKings as ESPN’s “exclusive sportsbook link-out provider and exclusive daily fantasy sports provider”, according to the release. As with the Caesars agreement, a link to the DraftKings product will be displayed in the ESPN application in markets with regulated sports betting.
“ESPN is helping to revolutionize the 24/7 sports news cycle and continues to be the primary source for many fans today for the latest and greatest sports news,” said DraftKings CEO Jason Robins in a statement. “We look forward to this collaboration to exclusively showcase DraftKings’ daily fantasy content and offerings while also increasing further visibility and general adoption of our regulated sports betting product.
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