William Hill furthers presence in Scottish football with Cup sponsorship extension & FA partnership


William Hill has this morning announced that it will extend its title sponsorship of the Scottish Cup for a further four years.

The sponsorship extension sees the bookmaker surpass the eight-year mark as sponsor of the football tournament, which sees all levels of professional Scottish football participate.

Agreeing terms with the Scottish FA, William Hill governance further announced that it would continue to support Scottish football, as an official partner to the national football team. The bookmaker will also become the new sponsor of the South Stand at Hampden Park.

Alex O’Shaughnessy, Chief Marketing Officer at William Hill, commented on the agreement: “We’re delighted to extend our seven-year relationship with Scottish Football.

“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.

“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.”

Stewart Regan, Scottish FA chief executive, welcomed the extension of William Hill sponsorship

“I am delighted that we have extended and evolved our partnership with William Hill and thankful that they will continue to make such a positive contribution to Scottish football as a whole.

“William Hill are synonymous with the success of the Scottish Cup and have reiterated their commitment to the game in this country as official partners of the Scotland national team and now sponsor of Hampden Park’s South Stand.

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