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William Hill has secured market access for Michigan sports betting via new deals with the Grand Traverse Band of Ottawa and Chippewa Indians.
The state legalized sports betting and online gaming in December last year.
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.
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.
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.
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.