Global sportsbook William Hill has signed a streaming data deal with At The Races. The agreement was struck in tandem with Arena Racing Channel (ARC).
As a result of this deal, William Hill can broadcast horse and dog racing events from 24 tracks on its own new channel – Betting TV. This will be free-to-view.
This new deal highlights the growing demand for interactivity in the iGaming industry. Players not only want instant access to odds, but also want to keep a close eye on events as they unfold.
In a November 2019 Sportradar report, it was cited that over half of sports fans want access to more interactive content. This adds another dimension to the bookmakers’ already-diverse array of content, which includes podcasts.
At the moment, William Hill Betting TV only covers racing. Individuals can watch without having an active account. For other sports, such as football and tennis, customers can stream certain matches through the Hills website. Should the new TV channel be a success, we might see it expand beyond its current offerings.
Getting more involved
William Hill is renowned in the sports betting industry, but continues to grow its footprint here. As well as in the UK, it has now become a popular name in the US.
Back in October last year, it signed a partnership deal with the NBA. Through this, it is now an Authorized Sports Betting Operator of the association in America.
Other sportsbooks are also getting more involved in a similar sense. US iGaming DraftKings, for example, took their publicity to a new level by becoming the “official and exclusive” sports betting provider of Madison Square Gardens in New York. It holds the same title for the New York Rangers and New York Knicks too.