William Hill, Affinity in long-term sports betting deal
28 June 2012
William Hill Race & Sports Book on Thursday said it has entered into a long-term agreement to operate the sports books of the Affinity Gaming casinos throughout Nevada, following its acquisitions of the Brandywine Bookmaking LLC, Club Cal Neva and American Wagering Inc. sports book businesses.
In buying Brandywine, William Hill picked up its Lucky’s Race and Sports Books business that was already operating at the Affinity properties in Las Vegas (Terrible’s hotel-casino) and in Primm (Primm Valley, Buffalo Bill’s and Whiskey Pete’s hotel-casinos).
The deal also includes Affinity properties in Reno, Sparks, Verdi and Dayton in Northern Nevada.
Terms of the deal announced Thursday with Affinity Gaming were not immediately announced.
A spokeswoman said that over time, all the books and betting kiosks purchased by William Hill in Nevada will operate under the William Hill brand.
“We have developed strong relationships with the Affinity Gaming team, providing a first-class betting product and collaborating on creative marketing programs, and we look forward to expanding the partnership,” Joe Asher, William Hill U.S. CEO, said in a statement. “We will be investing in these properties, bringing in new customers and enhancing the customer experience through our wide ranging betting product and technology.”
Besides obtaining the Lucky’s business, William Hill purchased the Leroy’s books operated by American Wagering in a deal approved by regulators June 21.
William Hill said in 2011 it was buying the Brandywine, American Wagering and Cal-Neva sports betting businesses for $55 million.
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