Sports Betting Online William Hill to affiliates: Keep us well away from unlicensed US operator promotions November 29, 2019 By Ezra Amacher William Hill delivered an email late this week warning its affiliate partners to stop promoting its product on the same page as unlicensed US operators. Affiliates who choose to ignore William Hill’s message risk losing their partnership with the operator. William Hill is wary of being associated with unlicensed operators as the company continues to expand its reach in the US market. The UK-founded operator took its brand overseas in 2012 and now offers digital or retail sports betting in nine US states.. William Hill most recently launched operations in Pennsylvania, where it has partnered with Penn National Gaming-owned Hollywood Casino. Last week, William Hill announced it is acquiring CG Technology’s sportsbook assets. The deal adds six Las Vegas Strip sportsbooks to the company’s portfolio, adding to the Venetian, Tropicana and Cosmopolitan. US gaming regulators are slow to vetting licensed versus unlicensed operators on affiliate sites. By warning affiliates of promoting its product next to that of unlicensed operators, William Hill is taking a proactive step to keep its brand clear from illicit forms of online gaming.