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A well-known bookmaker and the owner of three Washington D.C. professional sports teams plan to open the nation's first on-premises sports betting facility inside an arena.
In a partnership announced Thursday, betting company William Hill and Monumental Sports & Entertainment, which owns pro basketball and hockey teams in the nation's capital, said they would open a sports book inside Capital One Arena as soon as necessary approvals are obtained.
No estimated opening date was given, but signs at the arena indicate a 2020 opening is contemplated.
William Hill also will become the exclusive sports betting partner of the NBA's Washington Wizards, the NHL's Washington Capitals, and the WNBA's Washington Mystics.
Fans will be able to place bets at the sports book inside the arena, and also use a mobile app to bet inside the arena.
In a news conference Thursday, Joe Asher, president of William Hill US, said the sports book should engage fans more directly in the game, citing a hockey match from the night before when the Capitals were down early in the game.
'There would have been a lot of people betting on them to come back and win,' he said. 'And you get good odds when you're betting on the team that's behind to come back and win the game. So that just sort of drives further engagement. It gives people reason to watch more, to watch till the very end.' (The Capitals won 3-2 in overtime).
The sports book will span multiple floors of the arena, and will be accessible to ticket holders and those without tickets. It will be open to accept bets on days when there are no events at the arena as well.
The companies envision broadcasting major out-of-area sports events on screens at the 20,000-seat arena, where fans could bet on them.
Several sports and lawmakers in numerous states have considered in-stadium wagering, but have not yet approved it. One version of a proposed sports betting bill New York legislators have been struggling with would allow betting in stadiums including Yankee Stadium and Citi Field.
ESPN has ramped up its involvement in the US sports betting sector thanks to two new deals with DraftKings and Caesars/WilliamHill.
Caesars/Hill was named the exclusive odds provider for ESPN, while DraftKings was named the exclusive daily fantasy sports provider.
Both partners will get co-exclusive sportsbook link integrations across ESPN digital platforms.
All links under the Caesars part of the deal will direct to William Hill, since the bookmaker now handles all Caesars betting operations.
It’s understood ESPN will receive minimum revenue guarantees, as well as referral fees for each new customer sign-up.
Big step for ESPN
ESPN VP of business development and innovation Mike Morrison hailed a “significant milestone” for ESPN as it “deepened its commitment to sports betting.”
The media giant first dipped its toe sports betting back in May 2019 through a content deal with Caesars. However, the latest arrangement means the media giant is now essentially a sports betting affiliate. All betting will take place on the partner platforms.
“Sports betting is quickly becoming endemic to the overall experience of the sports fan,” said ESPN VP Mark Walker.
Walker said betting would help grow ESPN’s brand and fan engagement.
“It is an industry that we will continue to actively pursue as it grows and evolves,” Walker added.
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ESPN also recently opened a studio at The LINQ Hotel to ramp up its sports betting content.
The nuts and bolts of the deals
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Sportsbook links will be integrated into ESPN.com web and mobile and the ESPN Fantasy app.
Under the arrangement, DraftKings Sportsbook will also power integrations across other ESPN platforms, beginning with daily fantasy sports segments on ESPN’s premier studio shows.
“We are very excited to be expanding our relationship with ESPN to include deeper integration of both our sports betting and daily fantasy sports offerings across their platforms,” said DraftKings CEO Jason Robins.
“ESPN’s reach amongst sports fans is unparalleled, and the start of NFL is the perfect time for DraftKings to be launching this integration.”
Meanwhile, William Hill will be become a sponsor of ESPN’s fantasy products, alongside the a exclusive odds provider tag.
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“ESPN is one of the pre-eminent brands in sports,” said William Hill CEO Ulrik Bengtsson. “Tens of millions of fans will now have a direct link to our sports betting apps and odds, Giving ESPN users this access will accelerate our leadership as we continue to expand in the US.”