ESPN announces sports betting partnership with casino operator Caesars Entertainment

ESPN announced a partnership with Caesars Entertainment, and more specifically, its sports betting partner William Hill, according to a press release.

The multi-year agreement makes Caesars Sportsbook by William Hill a sponsor of ESPN fantasy products and allow links to William Hill products within ESPN apps. It will use geo-location to only target those links to users within a state that has already legalized sports betting.

It’s not the first time that the two companies are working together Last month, ESPN built a studio on the Las Vegas Strip inside The Linq. ESPN has also been working towards more gambling-oriented content as it recently released the first episode of “Bettor Days,” a series about true stories in the betting world, on its streaming platform.

“With Caesars utilizing odds from William Hill’s sports betting data, we are able to deliver content in new and innovative ways,” said ESPN’s vice president Mike Morrison in the release. “Our multi-dimensional relationship is a testament to the growth and opportunity in the sports betting space.”

The Caesars deal was the first of two partnerships announced Monday by ESPN. It released a separate press release to announce a similar partnership with daily fantasy sports giant and online sportsbook DraftKings.

The partnership will make DraftKings a “co-exclusive sportsbook link-out provider and exclusive daily fantasy sports provider” of ESPN, according to the release. Like the Caesars agreement, links to DraftKings products will be featured within ESPN apps in markets with regulated sports betting.

“ESPN helped revolutionize the 24/7 sports news cycle and continues to the go-to source for many fans today on the latest and largest sports stories,” said DraftKings CEO Jason Robins n a statement. “We look forward to this collaboration to exclusively showcase DraftKings’ daily fantasy content and offerings while also advancing further visibility and mainstream adoption of our regulated sports betting products.”