Another US deal in this space. The Wall Street Journal reports, 11/2/20, this deal has the following objective. "The logic of the deals is simple: Sports books, which suddenly have an opportu-nity to reach customers across the U.S., are relying on media companies to deliver potential bettors. Media companies, meanwhile, are selling access to their audi-ences and seeking sponsor-ships for new content aimed at gambling enthusiasts."
"Sports-betting operator William Hill US and ViacomCBS Inc.’s CBS Sports have agreed to a deal that would enable the gambling company to seek new cus-tomers among the media giant’s audience, the compa-nies said Monday. William Hill agreed to pay CBS Sports a fee for access to its audience and sponsorships across CBS Sports content, according to people familiar with the matter. The deal, which includes incentives for hitting certain targets, is aimed at getting CBS Sports users to download the William Hill betting app and put money into their betting accounts, the people said."
PBH is facing the significant competition across the US landscape. While it's app is unique (I am a New Jersey resident and have used it several times throughout the college football season) if people are being driven to other solutions, it will be hard for them to thrive here in the US market. CBS shows major sports events on a national basis. Lots of Eyeballs.