William Hill extends Scottish Cup sponsorship deal
Operator signs agreement with the Scottish FA for a further four years as its investment in Scottish football surpasses the eight-figure mark
William Hill has expanded its partnership with the Scottish Football Association after securing a four-year extension to its Scottish Cup title sponsorship deal.
The original deal, announced in 2012, was due to expire next year and the new agreement will see William Hill’s investment in Scottish football surpass the eight-figure mark.
Under the terms of the deal the London-listed operator will also remain as an official partner of the Scottish national football team and become the new sponsor of the South Stand at Hampden Park stadium.
Alex O’Shaughnessy, chief marketing officer at William Hill, said the operator was “delighted” to extend its seven-year relationship with the Scottish FA.
“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,” O’Shaughnessy said.
“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,” he added.
William Hill and the Scottish FA have also agreed to sign a betting integrity agreement within the next few months.
Last week William Hill revealed a drop-off in marketing spend in Q3 with investment falling to 19% of net gaming revenues but maintained its marketing spend in real terms would increase year-on-year across the full year.