It’s Official: Tropicana AC Partners With William Hill For NJ Sports Betting

Written By Grant Lucas on September 6, 2018

It is official: Tropicana has partnered with William Hill US to offer sports betting in New Jersey.

A day after William Hill teamed with Eldorado Resorts, currently in the process of acquiring Tropicana Entertainment Inc., the Tropicana Atlantic City casino announced its deal confirming it was bringing in the British bookmaking giant to operate its sportsbook.

“Tropicana Atlantic City is proud to partner with William Hill Race & Sports Book — America’s sports betting leader,” Tropicana general manager Steve Callender said in a release. “We pride ourselves on creating unique and exciting experiences for our guests at Tropicana Atlantic City, and our sports betting offering will meet those expectations.”

First steps toward a Tropicana sportsbook

According to the release, Tropicana “has been diligently working on a presentation of its sports betting plans.” Judging by the language, it would seem the casino has yet to apply for an NJ sports betting license but is nearing that point.

“A brand new venue is being created to host sports betting in the North Tower Casino, with kiosks located throughout the property,” Callender said in the release. “We offer several sports bars to watch all the games while enjoying your favorite food and drinks including A Dam Good Sports Bar, Hooters, Chickie’s & Pete’s and Ri Ra Irish Pub. We are excited to share more details about Tropicana Atlantic City’s sports book in the coming weeks.”

Should it submit its plans soon, it’s feasible that the Tropicana sportsbook could become operational by the heart of the football season, perhaps in October or November.

From William Hill US CEO Joe Asher, in the release:

“We are excited to partner with the Tropicana in Atlantic City to build a first-class sports book in the heart of the world-famous Boardwalk. The Tropicana has been a great property in Atlantic City for many years and we can’t wait to be a part of it.”

A byproduct of William Hill-Eldorado deal

Thursday’s announcement of a Tropicana sportsbook confirmed what was already speculated a day earlier.

On Wednesday, William Hill entered into a 25-year agreement with Eldorado Resorts as its “exclusive partner in the provision of digital and land-based sports betting services as well as online gaming.”

As part of the deal, William Hill gains access to Eldorado’s properties, which by the fourth quarter this calendar year will include Tropicana. Eldorado began the transaction in April, when the company agreed to pay $640 million for a 15-year lease of Tropicana Entertainment properties from Gaming and Leisure Properties, which purchased said properties for $1.21 billion.

Already with operational NJ sportsbooks at Monmouth Park and Ocean Resort Casino, as well as a mobile app that was soft-launched last week, William Hill now gains access to Tropicana via Eldorado.

“Partnering with Eldorado gives William Hill access to one of the largest and most attractive casino footprints with 23 million customers across multiple states,” William Hill CEO Philip Bowcock said in a Wednesday release. “This partnership provides extensive cross sell and profit growth opportunities to both parties. Together we are positioned to capture the evolving US opportunity – starting with land-based sports betting, and extending to digital sports betting and, in some states, online gaming.”

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Grant Lucas

Grant Lucas is a longtime sportswriter who has covered high school, collegiate, and professional levels. A graduate of Linfield College in McMinnville, Grant now focuses his attention on the growing NJ online gambling and sports betting scene.

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