Major Australian partnership for William Hill

One of Australia’s biggest annual sporting events, the Australian Open, has signed up the Aussie division of William Hill as its official betting partner – the first bookmaker to partner with a Grand Slam tennis tournament.

CEO Tom Waterhouse said Friday that the prestigious tournament was the perfect partner for William Hill, with both brands in the ranks of the most respected, technologically advanced and innovative organisations

“We will continue to extend our product range to include the ability to live stream matches and bet In-Play, with the focus to remain on bringing the most unique, engaging and relevant experiences to all tennis fans,” Waterhouse said.

The sponsorship agreement includes the Emirates Australian Open Series, comprising of the Hopman Cup in Perth, the Brisbane International, Apia International Sydney, Hobart International and the World Tennis Challenge in Adelaide, all official lead-in events to the first Grand Slam of the year.

The company will also work with Tennis Australia and broadcaster Channel 7, deploying a special marketing and advertising strategy across both television and digital channels.

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