Michigan Sports Betting Deals Keep Coming As William Hill Partners With Tribes

Posted on February 24, 2020

William Hill has secured market access for Michigan sports betting via new deals with the Grand Traverse Band of Ottawa and Chippewa Indians.

The agreement will see William Hill open a retail sportsbook this year, followed by online MI sports betting and casino when permitted under state regulations.

Retail sports betting in Michigan could be live before March Madness. However, online betting and casino likely will have to wait until 2021 as regulations are drawn up.

The state legalized sports betting and online gaming in December last year.

When will William Hill be up in Michigan?

The William Hill sportsbook will be located in the current Onyx Sports Bar at Turtle Creek Casino & Hotel. There will also be a satellite location at Leelanau Sands Casino & Lodge. Both should be open before the 2020 football season.

William Hill US CEO Joe Asher said Michigan would be a key state for the operator thanks to its large population and “deep-rooted sports culture.”

“We look forward to working with the tribe to bring a leading retail and online sports betting experience to sports fans in Michigan,” Asher said.

Why William Hill?

Michael Schrader, the CEO of Grand Traverse Resort and Casinos, said the tribe had identified William Hill as a clear leader in sports betting and online casino.

“William Hill’s expertise in sports betting operations and marketing and strategic media partnerships will ensure that we are able to attract customers from throughout the State of Michigan,” Schrader added.

Hills recently announced a nationwide media deal with CBS Sports.

Race is on for Michigan sports betting access

The deal marks the latest entrant to the Michigan sports betting market, following similar access deals for PointsBet and Fox Bet.

Each of the state’s three commercial casinos and 12 Native American gaming tribes (which operate 23 casinos) will have an online skin to offer.

MGM Resorts operates a property in Detroit, meaning its joint venture with GVC — Roar Digital — should have access. Meanwhile, Penn National acquired Greektown Casino-Hotel in Detroit last year.

Given the size of the state and the relatively favorable tax rate, the Michigan market access likely won’t come cheap. FanDuel and DraftKings will also likely secure market access deals eventually as well.

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Brad Allen

Brad has been covering the online gambling industry in Europe and the US for more than four years, most recently as the news editor at EGR Global.

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