William Hill forms 2-year ‘matchday experiences’ partnership with BD Sport Group

William Hill and in-stadium marketing specialist BD Stadia (BD Sport Group) have entered a two-year partnership focusing on enhancing the bookmaker’s ‘live’ matchday coverage and fan engagement initiatives.

The deal follows a successful campaign period for William Hill in-which BD Stadia ran a number of in-stadium ‘betting experiences’ during matchdays’ at Chelsea FC, Everton and Tottenham Hotspurs.

The extended partnership will see six new stadiums added to William Hill’s campaign portfolio, which will now include; Bolton Wanderers, Bradford FC, Huddersfield Town, Preston North End, QPR and Stoke City.

Further matchday marketing provisions will include branded betting booths, staff uniforms, betting coupons and corporate hospitality suites and boxes.

Tony Warwick, BD Sport Group & Joint Managing Director, commented on the agreement: “It’s exciting that William Hillhave recognised the dynamic engagement our service provides on a match day at White Hart Lane and Stamford Bridge and are partnering with us to expand that across the country. We are extremely pleased to be working with them for the next two years and look forward to football fans collecting their winnings on line and in shops.”

In its August corporate update, William Hill governance detailed that the bookmaker would be ramping up its UK marketing spend in the coming months, trailing new channels to engage its target audience with its digital betting services.

Kristian Welch, William Hill Marketing Director, backed BD Sports as marketing partners stating: “BD Sport have done an excellent job activating our stadium betting partnership rights with Chelsea, Everton and Spurs, and we are delighted to be able to extend our relationship with these new Premier League and EFL club deals.”