Hills adds Scottish FA to England deal
Deal follows landmark agreement in January to become the first gambling company to sign a deal with the English Football Association.
Williamhill.com has become an “official supporter” of the Scotland team in a similar arrangement to the landmark deal it struck with the English Football Association earlier this year allowing it to use the national team’s branding and player image rights across various online and offline products.
The operator today signed an initial two-year deal with the Scottish FA further strengthening its stranglehold of Scottish football following its existing deal to sponsor the Scottish Cup and its contract as the official betting partner of the Scottish Premier League (SPL). Ralph Topping, chief executive of William Hill is also chairman of the SPL.
The deal, which comes into immediate effect, will see William Hill benefit from a wide range of sponsorship rights, including advertising, branding, hospitality, and exclusive Scotland imagery and content.
“It’s really exciting to be involved with the Scottish national team,’ Kristof Fahy, William Hill chief marketing officer said. “The road to Rio is going to be fascinating “ and we’re hoping to support the Scottish national team all the way to a place in the World Cup finals in 2014.”
“We’re delighted to have williamhill.com as an official supporter of our national team,’ added Campbell Ogilvie, president of the Scottish FA. “They’ve already shown a strong commitment to Scottish football with their sponsorship of the William Hill Scottish Cup and their partnership with the SPL, and this further cements their position as one of the biggest supporters of Scottish football.”
In January this year William Hill became the first gambling company to sign a deal with the English Football Association. In a two and half year deal, and following in the footsteps of fast food chain McDonalds, the bookmaker became the FA’s official England supporter as well as the official betting partner for the FA Cup.
The agreement features a “wide and unique range of image rights, advertising and promotional opportunities”, a statement read at the time. So far the operator has released an on and offline Three Lions slot game and introduced its “Back your pride and joy” campaign allowing customers to bet on their children to one day play for the men’s or women’s senior football teams with a limited edition personalised certificate and free £5 bet at odds of 1000/1.
William Hill also sponsors the Grand Slam of darts, the UK snooker championships, the King George VI at Kempton Park, and is the official partner for the Derby (horse racing), the Ayr Gold Cup, and the Greyhound Derby.