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William Hill US is already a major force in Las Vegas and throughout Nevada, operating 108 race and sports books in the state. That makes them a natural gambling partner for the hockey team. “Like the Vegas Golden Knights, William Hill US is a proud ‘Vegas Born’ organization,” team president Kerry Bubolz said in a statement. “This partnership between a major professional team and a sportsbook operator is a historic, landmark agreement and we are delighted to be leading the way with William Hill in this space.” Local and National Benefits for Bookmaker For William Hill, the benefits of this deal may actually be felt more strongly outside of the Las Vegas market. By being prominently advertised at Golden Knights games, the bookmaker will get its name out to visiting fans and television viewers, improving their brand recognition in other markets as well. Meanwhile, other franchises may watch to see how this partnership goes and consider agreements with William Hill in the future. “It certainly gets the rest of the NHL thinking about deals, and it puts William Hill in a good position as a first mover,” Union Gaming analyst John DeCree told the Las Vegas Review-Journal. That said, the sportsbook will have enjoy some immediate benefits as well, particularly among fans who enjoy mobile betting. “We hope people will be sitting at T-Mobile and betting between periods,” William Hill US CEO Joe Asher said to Sports Business Journal. “Frankly, we know they do that already. We’re hoping to be able to get more people to our site because the brand will be right there in front of them.” William Hill has been aggressively expanding their reach across the United States in recent months, as the company looks to increase its American presence as a hedge against more difficult conditions in the UK.
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