William Hill Signs Landmark Extension with Scottish FA

Lee R. - October 30, 2015

Industry

Sponsorships between major leagues and online sports betting providers are raising the profiles of both.

The trend of sports teams linking their brands to prominent football clubs has been extended and expanded in Scotland, where the Scottish FA announced that William Hill has agreed a new four-year extension as title sponsor of the Scottish Cup.

The Groundbreaking Extension

The deal renders Britain's largest bookmaker the Official Partner of the Scotland National Team and the new sponsor of the South Stand at Hampden Park.

The current contract still has a year to run, with the new lucrative deal set to start a year later to mark the surpass of eight million for William Hill's investment in Scottish football. William Hill has also agreed to sign a betting integrity agreement with the Scottish FA, representing the world's oldest association cup trophy.

Leader Reactions

Scottish FA Chief Executive Stewart Regan expressed his delight at the league's extension and evolution of its partnership with William Hill and lauded the firm's positive contribution to Scottish football in becoming “synonymous with the success of the Scottish Cup.” Furthermore:

“With William Hill’s ongoing support, we look forward to growing Scottish football’s reach and popularity for years to come.”

William Hill Chief Marketing Director Alex O’Shaughnessy expressed his and his organization's delight over the extension of the six-year relationship, a sponsorship which “has already delivered unparalleled levels of new brand awareness and truly cemented our association with Scotland’s national sport.” He further praised the partnership is an essential strategic component in increasing the positive profile Scottish football internationally.

Mutual Benefits Increase

With major leagues and teams increasingly going with online sports betting partnerships, there is a mutually beneficial dynamic taking place where punters are enjoying the integration of their favorite sports teams with their preferred betting brands, increasing unity among spectators and punters alike and harnessing large partially intersecting target markets.