Hard Rock Digital has become the first US sportsbook to begin offering eFootball via a deal with UK firm SIS (Sports Information Services).
Announced this morning, the deal further expands the British sports betting content firm’s reach in the US markets, having built up a sturdy profile there over recent years.
The deal is specifically with the SIS Content Services division, its unit which specialises in delivering sports and esports content to betting operator partners.
Terms will see content from the H2H Global Gaming League (H2HGGL) and eFootball delivered to Hard Rock Digital, expanding on an existing partnership which saw eBasketball and eSoccer utilised by the Florida-headquartered gaming firm.
Neil Walsh, SVP-Sportsbook, at Hard Rock Digital, said: “We’re excited to expand our partnership with SIS and be one of the first operators to introduce this new, always-on football experience to our players.
“Adding H2H Global Gaming League eFootball strengthens our markets and esports offering and reflects our ongoing focus on bringing innovative, high-quality content to our players.”
The H2HGGL product delivered to Hard Rock will feature two 24/7 live streams and 25,000 events per year. The league is accredited with the Gold Standard by the Esports Integrity Commission (ESIC).
Global ambitions
Hard Rock Digital is owned and operated by the Seminole Tribe of Florida, one of the state’s oldest tribal gaming operators. The Hard Rock business was initially a property of the UK-founded Rank Group before the Seminole purchased it from the company in 2007, and expanded into hotels and Las Vegas-esque casino properties.
With the repeal of PASPA in 2018, the Hard Rock international business began getting involved in the burgeoning US sports betting scene. SIS first partnered with Hard Rock Digital last year, providing the abovementioned eBasketball and eSoccer products.
The expansion of SIS’ deal with Hard Rock follows an active year for the Milton Keynes-based company in 2025. The company has been pursuing partnerships with various different betting stakeholders, from the Doncaster greyhound stadium to prominent UK sportsbook Betfred.
“The addition of eFootball strengthens a vertical that has become a core part of the SIS strategy,” said Richard Ames, CEO of SIS.
“Our focus has always been on delivering content that operators can trust, and this launch with Hard Rock Bet showcases that those standards of integrity, production quality and reliability that underpin every part of the H2H Global Gaming League resonate with major global brands.
“It is also another example of how we continue to broaden our portfolio in ways that benefits partners and players alike.”