William Hill has announced it will become the official betting partner of Las Vegas Lights Football Club.
The deal will allow Lights FC fans to access match-day odds on pre-event and in-play markets via the William Hill betting app, as well as activate Mobile Sports accounts at syndicated sports betting properties.
“We are excited to partner with Lights FC,” said William Hill CEO Joe Asher. “Las Vegas is truly a sports destination, and the Lights FC have been a great addition to the city. We look forward to seeing their continued success both on and off the field.”
The agreement marks the first US professional sports sponsorship for William Hill since the Supreme Court overturned the Professional and Amateur Sports Protection Act of 1992 in May.
Following the decision, Asher stated the company had been “inundated” with approaches by major US sports teams.
“The leagues and the teams are interested in doing commercial deals,” said Asher in a statement to Reuters on 13 June.
Despite sports clubs in both New Jersey and Delaware seizing the opportunity to secure betting operator partners, some US national sports organisations are still slow to realise the value of sponsorship.
“Club television and radio rights holders are being approached by sports books to place advertising/enhancements,” said Major League Baseball deputy commissioner Dan Halem.
“Pursuant to MLB policy, clubs must inform their rights holders that they are presently not permitted to accept such advertising.”
NBA teams are also currently forbidden to advertise gambling operators via their kit due to regulations agreed in 2016.