William Hill in multi-sponsorship deal with Scottish football

The Scottish Football Association has announced that online and land gambling group William Hill plc has agreed a new four-year extension as title sponsor of the Scottish Cup.

The ground-breaking deal with the Scottish FA will also see Britain’s biggest bookmaker continue to be an official partner of the Scotland national team and become the new sponsor of the South Stand at Hampden Park.

The firm’s ongoing commitment is a major boost for the sport – and today’s announcement sees William Hill’s investment in Scottish football surpass the eight-figure mark, a spokesman said Friday.

The existing contract still has a year to run but so successful has the partnership been, the bookmaking giant has reaffirmed its long-standing relationship with Scottish football and the oldest association cup trophy in world football.

The Scottish FA and William Hill are also set to sign a betting integrity agreement in the coming months.

Stewart Regan, Scottish FA chief executive, said: “I am delighted that we have extended and evolved our partnership with William Hill and thankful that they will continue to make such a positive contribution to Scottish football as a whole. With William Hill’s ongoing support, we look forward to growing Scottish football’s reach and popularity for years to come.”

Alex O’Shaughnessy, chief marketing officer at William Hill, said: “Our sponsorship of the Scottish Cup has already delivered unparalleled levels of new brand awareness and truly cemented our association with Scotland’s national sport. This new deal will also allow us to continue working with the Scottish FA, the clubs and the fans to grow the positive profile of Scottish football both nationally and internationally.”

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