William Hill Opens Its First Sportsbook in New Mexico at Inn of the Mountain Gods

Posted on: July 29, 2019, 10:40h. 

Last updated on: July 29, 2019, 10:41h.

William Hill officially branched out into its sixth state last week when it opened a sportsbook at Inn of the Mountain Gods Resort and Casino in Mescalero, N.M.

William Hill opened its first New Mexico sportsbook last week at the Inn of the Mountain Gods Resort and Casino in Mescalero, roughly 120 miles north of El Paso, Texas. (Image: Inn of the Mountain Gods)

Former UFC champion and New Mexico native Holly Holm was on hand for the grand opening at the casino on the Mescalero Apache tribal grounds, located about two hours north of El Paso, Texas.

William Hill’s book at the resort is the third sportsbook to open in New Mexico. The Hilton Buffalo Thunder Resort and Casino in Santa Fe and Santa Ana Star Casino Hotel in Bernalillo near Albuquerque­.

We know this is something our customers have been looking forward to and we’re thrilled to be able to partner with the best in the business to bring it to them,” said Frizzell Frizzell Jr., the COO of the Inn at the Mountain Gods.

Unlike other states, New Mexico did not need legislative approval nor was it grandfathered by the Professional and Amateur Sports Protection Act. Instead, the 2015 gaming compact between Indian tribes and the state allows tribes to offer “any and all forms of Class III Gaming” as defined by federal Indian gaming regulations.

Sports betting is considered a Class III game under federal law.

Busy Summer for William Hill

The opening of the New Mexico sportsbook will likely be the start of a busy summer for William Hill.

Earlier this month, the sportsbook giant announced it would open sportsbooks at the Isle Casino Hotel Waterloo and the Isle Casino Bettendorf, two Iowa casinos owned by Eldorado Resorts Inc. William Hill and Eldorado have had a partnership in place since 2012 allowing William Hill to run sportsbooks at Eldorado properties across the country where sports betting is legal.

Iowa officials are set to approve sports betting regulations on Tuesday and plan to allow sportsbooks to open in the state in August.

William Hill also has an agreement to run the sportsbook at Prairie Meadows Racetrack and Casino. The Altoona track built an 8,600-square-foot sportsbook and had the arrangement with William Hill in place before Iowa lawmakers even approved sports betting legislation.

And while William Hill hasn’t formally announced its plans for Indiana, the Indiana Gaming Commission has confirmed to Casino.org the company is seeking a license to run the sportsbook at the Tropicana Evansville, another Eldorado property.

William Hill, the largest sportsbook in the US, operates 113 sportsbooks in Nevada and also has operations in Mississippi, New Jersey, Pennsylvania, and West Virginia. It also serves as the risk manager for the Delaware and Rhode Island sports lotteries.

Another Book Planned for New Mexico

There are plans in the works for another sportsbook in New Mexico as well.

In April, the Isleta Resort and Casino announced it would open a sportsbook at its Albuquerque casino. At the time of the announcement, Harold Baugus, the resort’s CEO, said the move was made because their guests had requested the amenity.

Isleta is partnering with USBookmaking, which also runs the Santa Ana sportsbook, which opened in October.

USBookmaking is led by Victor Salerno, who serves as the company’s president. Previously, he served as the chairman and CEO for American Wagering Inc., until William Hill acquired the company seven years ago. He stayed on as chairman of William Hill’s US operations until February 2016.

The company is a Native American-owned business. The marketing plan shown on its website focuses its efforts on building relationships and business with Indian gaming operations.