UK bookmaker William Hill has confirmed its sports betting media partnership with US broadcaster CBS Sports.

Following several weeks’ worth of rumors and reports of failed talks, Hills and CBS confirmed their ‘strategic partnership’ that designates Hills as the Official Sports Book and Wagering Data Provider across all CBS Sports platforms. Financial terms weren’t disclosed but the deal formally takes effect in March and will ramp up in time for the 2020 NFL season.

The deal will grant Hills exclusive rights to promote its betting brand to the 80m or so monthly users of CBS Sports’ digital platforms, while CBS will utilize Hills’ odds and experts to bolster said digital offerings. The official announcement also teased the possibility of featuring Hills’ “data, odds and markets across CBS television programming.”

Hills CEO Ulrik Bengtsson said the CBS deal was “another major step forward” in the company’s US expansion efforts. With Hills already active in 10 US betting states, the “exclusive media, branding and promotional rights” from the CBS deal will “take the William Hill brand further and faster in the US.”