William Hill in promotions deal with British Telecom

Top British online and land gambling group William Hill plc has inked a major deal with British Telecom that will see the promotion of its betting services across a range of media broadcasts associated with sports, and its sponsorship of several key programs.

These include BT Sports Premiership TV broadcasts, and coverage on BTSports.com and the BT Sports mobile app.

The betting company’s sponsorship will extend to UK Premier League, Scottish Professional Football League and FA Cup games broadcasted by BT Sports.

On his recent appointment as CEO, James Henderson indicated that the bookmaker would forge high level publicity and profile partnerships with leading media companies as part of its future marketing and brand expansion strategy.

The BT deal was put together in a competitive bidding environment, and at considerable cost, although numbers have not at this stage been disclosed.