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William Caesar

William Hill
Mike Lawrence-Evansville Courier & Press via Imagn

William Hill continues to expand its U.S. sports betting business, wrapping up a deal last week to acquire sportsbook operator CG Technology. Now, the London-based company is looking to merge its U.S. operations with Caesars Entertainment’s online casino operations.

Caesars already owns 20% of William Hill’s U.S. operations as part of a deal with Eldorado Resorts, which took over Caesars in July. In the coming weeks, William Hill will have 170 retail locations in 13 states.

Together, the two companies are projected to generate $700 million in revenue in 2021. One projection suggests the combined operation could be valued at $7 billion if publicly traded.

Last week’s deal to buy CG Technology was for likely less than $50 million. The deal gives William Hill prominent retail sportsbook locations on the Las Vegas Strip, including in the Cosmopolitan, the Venetian and the Tropicana.