Hills extends Scottish Cup sponsorship
Operator pays seven-figure fee to extend sponsorship agreement which had been due to end in 2014
William Hill has signed an extension to its deal to sponsor the Scottish Cup, remaining the competition’s title sponsor until 2016.
The original deal, announced in 2012, was due to expire next year before the operator agreed to prolong the agreement for a further two years, paying a seven-figure fee, ahead of this Sunday’s final between Hibernian and Celtic.
The Scottish Football Association’s chief executive Stewart Regan said his organisation was “absolutely delighted” that Hills had “reaffirmed [its] commitment to Scottish football”.
“It is fair to say it has been a partnership that has benefited the whole game and provided a real boost in profile and entertainment to our cup competition,” he added. “In a tough economic climate for Scottish football, it is reassuring that one of the United Kingdom’s most established brand names have demonstrated that they are passionate and imaginative supporter and champion of our game.”
William Hill’s chief marketing officer Kristof Fahy said it was “a great honour” for Hills to be associated with the Scottish Cup.
The operator is also an official supporter of the Scottish national football team, while chief executive Ralph Topping currently serves as non-executive chairman of the Scottish Premier League. Hills also signed a deal with the English Football Association, in January last year, which saw it gain use of the national team’s branding and image rights.