William Hill Boosts USA Growth with Grand Traverse Contract

Staff Writer Industry News, William Hill Casino 3,150

William Hill is expanding – again. The operator has announced a new deal with Michigan’s Grand Traverse Band of Ottawa and Chippewa Indians.

Thanks to the new deal, the online casino and sports betting giant will exclusively provide content for Grand Traverse brands. Furthermore, there are plans to launch William Hill retail sportsbook this year. The new contract signifies a steady growth for the powerhouse in the USA.

Only William Hill

Under the terms of the contract, William Hill will become the exclusive provider of casino content for Grand Traverse brands. Moreover, William Hill and its new partner plan to open a retail sportsbook at Turtle Creek Casino and Hotel. The retail sportsbook launch will happen in 2020, but we still have no info about the exact date.

What we do know is that the location of the sportsbook. The William Hill sportsbook will be situated in Onyx Sports Bar at Turtle Creek Casino and Hotel. Also, its satellite location will be at Leelanau Sands Casino. Both will open before the 2020 football season. Currently, William Hill is awaiting regulatory approval for the launch.

Win or Lose

The news of the US expansion follows after William Hill announced a report for the previous financial year. The brand experienced significant losses, which led to a drop in revenue across multiple verticals. Net income dropped by 2% in comparison to 2018. However, this is just the tip of the iceberg.

William Hill stated that the global brand expects even more significant losses in revenue as the credit card ban goes into effect in the UK. Given that the UK is William Hill’s target market, the company can expect grave consequences of the new regulations.

Hence, the company is exploring other options. For now, one of the most profitable solutions for the sports and casino operator is the USA. The deal with Michigan’s Grand Traverse is the second contract of the month, as William Hill penned an agreement with CBS Sports.


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