Football Trade Directory

Scottish FA Cup gets further boost from William Hill


Bookmaker William Hill has agreed a deal with the Scottish Football Association to extend its title sponsorship of the Scottish Cup.

The new agreement will run for four seasons, from 2016-17 through to 2019-20.

Under the deal, the competition will continue to be known as the William Hill Scottish Cup. William Hill has been title sponsor of the Scottish Cup since 2012, with its most recent deal having been due to expire at the end of the 2015-16 season.

In addition, the bookmaker will continue to serve as an official partner of the Scottish national team and will become the new sponsor of the south stand at the country’s Hampden Park national stadium.

Alex O’Shaughnessy, chief marketing officer at William Hill, said: “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.”

William Hill is also set to sign a betting integrity agreement with the Scottish FA in the coming months.


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