Scottish Football Association Extends Sponsorship Contract with William Hill


The Scottish Football Association has extended its Scottish Cup sponsorship deal with William Hill plc for another four years.

The deal will see Will Hill as the official partner of the Scotland national team as well as the new sponsor of the South Stand at Hampden Park.

The current contract has another year to go but its success thus far has furthered the relationship between the bookmaker, Scottish football and the oldest association cup trophy in football.

Stewart Regan, Scottish FA chief executive, said: '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. With William Hill's ongoing support, we look forward to growing Scottish football's reach and popularity for years to come.'

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. 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.'

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Members Comments

  • Hungary GREGJO

    31/10/15

    William Hill has had a lot of sponsorship agreement with a lot of big event or tournament (for example tennis Australian Open, football FA Cup, greyhound events, etc.). I think this is the best commercial because everybody who interests in sports will see their logo every time. With this move they declared they want to remain one of the best bookmakers.

  • Serbia Shumar4life

    2/11/15

    William Hill announced sponsorship with Australian open also in last couple of weeks, and it seemed like to me that their will continue to grow their marketing. They are big company, and they like to sponsor big events such as this. Of course maybe their players will feel some benefit from this one, and we have just to wait and see that

  • Bulgaria sharpe

    2/11/15

    With this deal William Hill probably looking to maintain and even extend the position on the British gambling market which is the most traditional and natural market for them of course. It's a good deal for the Scottish FA too because the national team is not so successful for many years now and I don't believe that so many companies contact them for a sponsorship deals.

  • Alexa Alexa

    4/11/15

    This deal is very good fot both sides.William Hill gets very good promotion.Football is very popular sport in Scotland.On the other side ,Scottish football associations will get funds and resources to get the competition on even higher level.Good marketing is very important in this kind of business.

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