William Hill Secures Access to Nascent Michigan Sports Betting Market

William Hill Secures Access to Nascent Michigan Sports Betting Market


William Hill US, the US sports betting operation of legacy British bookmaker William Hill, has secured its entry into another state as sports betting spreads across the country.

In a press release that hit the wire this past Monday, the gambling operator announced that it has partnered with the Grand Traverse Band of Ottawa and Chippewa Indians to conduct sports betting activities in Michigan.

The recently inked partnership makes William Hill the exclusive provider of online sports betting and online casino gaming for the federally recognized Indian tribe in Michigan. The deal also paves the way for the future opening of a William Hill-branded retail betting facility at the tribe’s Turtle Creek Casino & Hotel in Williamsburg, Northern Michigan.

In addition, the bookmaker has agreed to operate a brick-and-mortar sportsbook at the tribe’s Leelanau Sands Casino & Lodge in Northern Michigan.

Michigan was the latest state to legalize sports betting amid a frenzy of wagering action around the country. Late last year, Democratic Governor Gretchen Whitmer signed a sweeping gambling reform that authorized betting at retail sportsbooks and through digital channels as well as online casino-style gaming.

The move marked the end of prolonged efforts by Michigan lawmakers to bring legal online gambling.

Sportsbooks Set to Arrive Ahead of New NFL Season

William Hill’s sportsbook at Turtle Creek Casino will be located in the current Onyx Sports Bar. The bookmaker will also operate a satellite location at Leelanau Sands Casino. Both facilities are expected to open doors in time for the new football season.

The opening of the William Hill Sports Book at Turtle Creek Casino and the satellite betting venue are subject to regulatory approvals from Michigan regulators.

News that William Hill has secured its entry into the expanded Michigan gambling market followed an announcement made last month about a wagering partnership forged between Australian sports betting operator PointsBet and the state’s Lac Vieux Desert Band of Lake Superior Chippewa Indians.

Commenting on their latest US expansion milestone, William Hill US Chief Executive Joe Asher said that they have found a great partner to “bring a leading retail and online sports betting experience to sports fans in Michigan.”

Mr. Asher further pointed out that Michigan “will be a key state in William Hill’s US expansion due to its large population and deep-rooted sports culture.”

Grand Traverse Resort & Casinos CEO Michael Schrader said that it was extremely important for them to find a partner with “a great sports betting and gaming brand that has proven experience throughout the US market.”

Mr. Schrader went on to say that William Hill’s expertise in sports betting operations and marketing and strategic media partnerships” will ensure that their online products will attract customers from throughout the state, while their casinos will be offering “another great amenity to attract guests.”


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