Caesars Palace/Facebook

(Caesars Palace/Facebook)

LAS VEGAS (AP) — The William Hill betting chain will become the official odds supplier for ESPN across all its platforms in a deal announced Monday that expands the bookmaker's reach online and on air.

As part of the deal, fans will be able to directly link to William Hill’s sports betting apps in legal betting states through ESPN sites and the company will be integrated throughout ESPN’s range of products.

The multiyear deal is an expansion of the current pact ESPN has with Caesars Entertainment, which had been supplying the odds to the broadcaster through its Caesars Palace sportsbook. William Hill recently took over the sportsbook operations at the iconic Las Vegas Strip hotel as part of a merger with Eldorado Resorts.

William Hill says it now operates more than 170 retail locations across 13 states. The company, already a major player in Nevada, opened 12 branded sportsbooks at Caesars’ properties in Nevada, Iowa and New Jersey.

The deal is the latest in the rapidly evolving sports betting industry, where the top companies are fighting to establish market share as sports betting expands across the United States.

Copyright 2020 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

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