William Hill Increases US Footprint with New Mexico Tribal Deal

William Hill is taking its brand of sports betting to New Mexico as its transatlantic expansion continues.

William Hill Mescalero Apache Tribe

William Hill has partnered with the Mescalero Apache Tribe to open a sportsbook in New Mexico. (Image: Alamogordo Daily News/John Bear)

In a June 24 update, the British operator announced a deal with the Mescalero Apache Tribe. As part of the link-up, William Hill will install its preparatory sports betting technology inside the tribe’s Inn of the Mountain Gods casino.

The new provisions will be installed inside the casino’s Big Game Sports Bar and Apache Spirit Club. When they go live, patrons will have access to “innovative wagering technology,” including electronic kiosks and in-play betting.

William Hill Continues US Play

The deal is William Hill’s third major move in the US. In October 2018, the bookmaker partnered with Golden Entertainment.

Initially, William Hill took control of three Golden Entertainment sportsbooks in Nevada, Montana and Maryland. Prior to that, it forged a partnership with Eldorado Resorts.

With two high-profile partners, the British bookie has established itself in regulated US sports betting markets.

However, more significantly, it’s given William Hill the opportunity to expand its network once other states regulate the industry.

Tribal Laws Make Sports Betting Possible

While the Mescalero Apache Tribe partnership opens a new state, it’s not quite the same. Unlike New Jersey and Nevada where state law permits sports betting, New Mexico relies on tribal laws.

In practice, New Mexico hasn’t legalised sports betting. However, in the US, the 1988 Indian Gaming Regulatory Act gives Native American tribes the right to offer casino gaming on tribal land.

These laws are independent and, in essence, mean certain regions can offer casino gaming without any state regulations. In New Mexico, a clause within its tribal law states that “any or all forms of Class III Gaming” are permitted.

Tribal casinos have used this to offer sports betting. Santa Ana Star Casino & Hotel was the first to open a sportsbook and, now, the Inn of the Mountain Gods will do the same.

Digital Expansion Continues

For William Hill, the legal complexities of tribal vs. state law won’t matter. At this stage, a precedent has been set, meaning it can offer sports betting in New Mexico without fear of repercussions.

With revenue from fixed odds betting terminals (FOBTs) on the decline, William Hill is expanding its digital portfolio.

As well as more online provisions in the UK and Europe, it’s now making a name for itself on the other side of the pond with the help of the Mescalero Apache Tribe.

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