William Hill Sportsbooks to be Rebranded to Caesars

In New Jersey and across the United States, William Hill online and land-based sportsbooks will rebrand to the Caesars Sportsbook brand following the finalization of the takeover of the formerly British-based sportsbook.

During the recent 2021 first quarter results call, Chief Executive Officer of the Caesars Group, Tom Reeg announced the iconic gaming operator will begin the process of selling William Hill’s non-U.S. assets over the next couple of months. Reeg also reconfirmed that the rumor that William Hill’s retail sportsbooks are set to be rebranded to Caesars and the company’s sportsbook app will be named ‘Caesars Sports’ and become an integral part of Caesars Rewards Program, arguably the leading sportsbook and casino loyalty program in the United States.

However, New Jersey bettors should not be too concerned that their sports betting and online casino experience will be negatively affected. In fact, the streamlining of services may result in less inconsistencies and more concentration on improving player customer service and promotions.

Not much is expected to alter for sports bettors in the Garden State. The Caesars goal is to become a major player in the sports betting space across the U.S., and with the New Jersey status as number 1 sports betting state, that includes us.

Online and bricks-and-mortar sports bettors will continue to enjoy a user-friendly platform that provides futures, lines and odds that are specific to New Jersey, simply re-configured under the Caesars brand. For the Caesars company itself, securing access to William Hill’s U.S. betting enterprise and technology was the major attraction.

The BetMGM Business Model shows Caesars the way

Rebranding the William Hill online sportsbooks under the Caesars name was a calculated business decision, according to Tom Reeg.

By doing so, Caesars effectively has recognized the accomplishments its traditional online and retail gaming rival, MGM Resorts International, has had with its BetMGM brand in some markets.

While in New Jersey, BetMGM sits in solid fourth place in terms of market share, in other jurisdictions, the MGM International online sportsbook brand is shining even brighter. For example, in the recently launched legal state of Michigan,   BetMGM finished as the second-highest grossing online sportsbook and best performing online casino in March.

During the recent quarterly earnings call, Reeg paid credit to the BetMGM result in Michigan, whilst simultaneously expressing his confidence that American legacy brands like his, Bally’s, and MGM International have the capacity of matching it with the American newcomers like FanDuel or DraftKings, and big international online sportsbook companies like 888Sport, Bet365 and Unibet;

“If you look at what our friends at MGM Michigan, in the quarter where they came from a position similar to where William Hill was to a leadership position in a market where they had a large database, that gives us a lot of confidence as we move forward. And as I look at what’s out there in sports and do the analysis of the numbers that we can see, there’s some things that make us optimistic.”, Reeg said.

William Hill Content Deals to be Honored

Reeg anticipates that Caesars will take on the September deal with ESPN made with William Hill to be the exclusive odds provider for the Disney-owned sports network behemoth. Reeg suggested that deal has put Caesars into a leading media/sports betting relationship as others try to play catch up;

“We were very early telling people we expect to see continued convergence on the media side. We’re really the only significant player at this point,” Reeg said. “Now that we’ve bought William Hill, that controls everything. We’re a one-stop shop. If you’re looking to get into this business, we’re certainly a logical call and you should expect we’ll continue to have those discussions, and if there’s something that creates more value for us down that road, you should expect us to head there.”

We can’t wait to see what Caesars has in mind.

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