Virgin Hotels Las Vegas said today that William Hill would shortly operate the sportsbook at the off-Strip casino resort, just days before the 2025 NFL season begins.

Given that William Hill is the biggest mobile sportsbook operator in Nevada and that many sports bettors in the state are familiar with the brand, Virgin may benefit from the agreement.  The partnership's financial details were not made public, but Virgin's sportsbook would undergo a major makeover as a result.

"As part of this strategic partnership, William Hill will introduce a vastly expanded sports wagering menu and significantly increase the footprint of betting kiosks available for wagering 24/7,” according to a statement issued by the integrated resort. “This collaboration represents the latest strategic advancement in the property’s commitment to delivering an elevated and unforgettable experience for its guests and customers.”

When Virgin first launched five years ago, Betfred, a UK-based sportsbook provider, operated through a US subsidiary. However, earlier this year, Betfred shut down its US operations, which prompted Virgin to look for a new sports betting partner.

Virgin Sportsbook Could Be Lifted by William

The deal with William Hill might be the boost Virgin Sportsbook needs to attract both local and international sports wagerers.

The retail facility will provide as a place for Nevada gamblers to register and fund their William Hill mobile betting accounts, in addition to providing stability to the Virgin sportsbook.  State legislation requires those accounts to be registered in person.  The Virgin casino might see an increase in foot traffic as a result.

William Hill is a well-known figure on the football contest circuit, so the transaction might also be well-timed.

“This football season, William Hill has introduced its most extensive wagering menus to date, offering two to three times more market options than previous seasons, the weekly Pro Pick’em Football Contest, and parlay cards, including the weekly $50,000 NFL Progressive Parlay Card and more,” according to Virgin’s press release.

William Hill  Current Events

William Hill was acquired by Caesars Entertainment in 2021 for about $4 billion, but the buyer merged the target into Caesars Sportsbook, effectively eradicating the brand in the US outside of Nevada.  In that state, Caesars and William Hill both provide mobile sports betting under their own brands, and there are a number of William physical facilities at casinos in Las Vegas that are not run by Caesars.

Following the 2020 merger with Eldorado Resorts, Caesars sold William Hill's international businesses to 888 Holdings in 2022, allowing the seller to lower debt.