William Hill to Debut New Mexico’s Third Sportsbook on July 25

The sportsbook at the Inn of the Mountain Gods Resort & Casino in Mescalero, New Mexico is scheduled to have its ribbon cut on Thursday, July 25, at 6 pm local time. UFC fighter Holly Holm will be among the special guests at the opening ceremony.

The hotel and casino resort is owned and operated by the Mescalero Apache Tribe. The tribe announced last month that it has partnered the US division of British bookmaker William Hill for the launch of a sportsbook at the property.

Under the terms of the deal, the sports betting facility will utilize William Hill’s wagering and risk management technology into its day-to-day operations as well as the sports gambling operator’s kiosks and in-play menu, among other features.

The new sportsbook is located inside the resort’s casino, right between the Big Game Sports Bar and the Apache Spirit Club. It features high-top seating and 12 43-inch television screens that will air sporting events and display odds.

The sports betting facility at the Inn of the Mountain Gods will be New Mexico’s third operational sportsbook, with a fourth one coming up next month at Isleta Resort & Casino. The state joined the US sports betting frenzy last October when Santa Ana Star Casino Hotel on the Pueblo of Santa Ana debuted its sportsbook. The Inn of the Mountain Gods facility will be the first one in the southern part of New Mexico.

First Tribal Partnership Outside Nevada

William Hill US has become one of the most active participants in the development of the US sports betting industry since the US Supreme Court struck down last year a long-standing federal ban on sports gambling.

It is also important to note that William Hill had already established a solid presence in the Nevada betting space even prior to last year’s landmark court ruling. The state was the only one where full-scale betting services were permitted under federal law.

William Hill’s partnership with the Mescalero Apache Tribe marked its first tribal deal outside Nevada.

Officials for Inn of the Mountain Gods have confirmed that the sportsbook at the property will not accept bets on action involving New Mexico college teams. The state’s other two operational sportsbooks – the Santa Ana one and one at Hilton Santa Fe Buffalo Thunder Resort and Casino – also do not take bets on collegiate sports. It is believed that the Isleta sports betting facility will, too, prohibit such wagers.

Thursday’s grand opening at the Inn of the Mountain Gods will involve a ribbon-cutting ceremony and the placing of the first ceremonial bet by Holly Holm. The celebrations will also be attended by Mescalero Apache Tribe and William Hill US officials as well as other high-profile guests.

The British bookmaker is poised to further increase its US presence and benefit from the recently announced $17 billion merger between its partner Eldorado Resorts and casino giant Caesars Entertainment Corp. Last year, William Hill agreed to become the exclusive sports betting partner of Eldorado at its properties across the US.