William Hill has teamed up with a Native American tribe to tap into new territories in the South West.
The British bookmaker’s US division has formed a new partnership with the Mescalero Apache Tribe, which enjoys a gaming compact in New Mexico, to launch a new sportsbook there at the Inn of the Mountain Gods, a resort and casino.
“Inn of the Mountain Gods is one of the premier resorts and casinos in the South West and together we plan to bring a first-class experience to sports fans in the region.”
The deal is the first time William Hill has forged an agreement with a US tribe outside of Nevada – and is the first entry into the New Mexico gaming market.
The plan is to have the sportsbook up and running in the state in time for the football season, complete with a newly-renovated sports betting lounge and a dozen 43 inch TV screens displaying live betting events and odds.
“Together with William Hill, we will offer state-of-the-art betting technology, and innovative wagering opportunities including in-play options,” said Frizzell Frizzell Jr, chief operating officer of Inn of the Mountain Gods. “We know this is something our customers have been looking forward to and we’re thrilled to be able to partner with the best in the business to bring it to them.”