By Stephen Totilo Sportsline and partner CBS are again linked to sports gambling.
Winter is high season for sports betting.
Brill's Content has learned that CBS, exclusive broadcaster this year of both the Super Bowl and the NCAA basketball tournament, has recently established partial ownership of the leading sports oddsmaker in Las Vegas. The partnership began in 1997. According to the terms, SportsLine brands the site as CBS SportsLine, which is advertised on CBS and makes use of CBS Sports content. CBS, in turn, receives an annual payment of SportsLine stock and a share of the site's advertising revenues. Neither CBS nor SportsLine ever announced the purchase.