William Hill to operate Affinity Gaming sports books

William Hill said Thursday that it reached a long-term agreement to operate the sports book at Affinity Gaming LLC properties in Nevada.

The deal, which extends a previous contract, is the first for William Hill since it received its Nevada gaming license on June 21.

The bookmaker in 2011 acquired Brandywine Bookmaking LLC, American Wagering Inc. and Club Cal Neva sports book businesses for
$55 million.

In a statement released by the London Stock Exchange, William Hill confirmed the acquisitions of the three companies "have been completed."

With its purchase of Brandywine, William Hill took over its Lucky Race and Sports Books business that was already operating at Affinity properties.

Lucky's books were already operating at Terrible's casino in Las Vegas and at Primm Valley, Buffalo Bill's and Whiskey Pete's. The deal also includes Affinity's properties in Reno Sparks, Verdi and Dayton in Northern Nevada.

"We have developed strong relationships with the Affinity Gaming team, providing a first-class betting product and collaborating on creative marketing programs, and we look forward to expanding the partnership," William Hill U.S. CEO Joe Asher said in a statement.

Contact reporter Chris Sieroty at csieroty@reviewjournal.com or 702-477-3893.