William Hill U.S. and CBS Sports have struck an agreement where the sportsbook will give wagering data to the network in exchange for exclusive rights to promote its brand across CBS digital. The deal gives William Hill access to some 80 million monthly CBS users.

William Hill U.S. just announced a partnership with CBS Sports that makes the Vegas-based sportsbook operator the official sports betting partner and wagering data provider for all the network’s online platforms.

Under the deal, CBS gets William Hill’s data and odds, and the sportsbook operator gets exclusive rights to promote its brand across CBS Sports’ digital properties, including CBS Sports Fantasy. CBS Sports Digital is considered the second-largest sports property in the U.S., with more than 80 million monthly users across its sites and mobile apps.

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William Hill CEO Joe Asher said the deal “will allow us to expand the brand across America quickly and efficiently.”CBS has “the eyeballs,” he said. “They have customers we want to reach.”

The announcement is the latest agreement pairing sports betting or casino operators with traditional media outlets, both looking for another vehicle to grow their audience engagement of sports bettors and sports fans.

The partnership will begin in March on CBS Sports digital platforms, with a full rollout planned for the fantasy football season.

CBS Sports Digital offerings include SportsLine, a subscription platform for game picks and predictions; CBSSports.com; 24/7 streaming network CBS Sports HQ, which features the nightly SportsLine show focused on sports betting; CBS Sports Fantasy; CBS Sports apps; and 247Sports.