SPORTS LAW AT THE CROSSROADS

Bookmaker William Hill opens up US club sponsorship with Las Vegas Lights deal

June 15 – With the US having opened up the market for legal sports betting nationwide, it now looks set to embrace another of Europe’s football phenomena, the growth of the football betting sponsorship dollar.

Bookmaker William Hill is one of the first to expand into the US soccer market, saying it has agree to become the official betting partner of Las Vegas Lights FC, the newly formed franchise currently playing its first season in the second tier USL.

The partnership will see William Hill promote its Nevada mobile betting app to Lights FC fans, offering match-day odds on pre-event and in-play markets. Lights FC fans will be able to activate their Mobile Sports account at William Hill syndicated sports betting properties across Nevada.

While Las Vegas has always been a destination for sports gamblers, the city itself has lacked professional sports team until recently. It how has an NHL franchise, NFL coming and the Las Vegas Lights.

William Hill US chief executive officer, Joe Asher said: “Las Vegas is truly a sports destination, and the Lights FC have been a great addition to the city. We look forward to seeing their continued success both on and off the field.”

He also indicated that William Hill’s US division had begun to hunt for further potential US sports and strategic partnerships.

High stakes game

William Hill has guaranteed to accept single bets with a minimum of a £10,000 liability on all 90 minute markets during the World Cup.

This is the highest single bet amount being accepted by a bookmaker and can be place online or in William Hill shops.

The offer is targeted at higher staking sports bettors. At the 2014 World Cup in Brazil the group stages were popular with punters with a large amount of results going in favour of bettors.

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