William Hill extends partnership with Scottish Football Association

William Hill has signed a four-year extension to continue as title sponsor of the Scottish Cup and National football team.

The deal will also mean that William Hill will sponsor the South Stand of the national football stadium, Hampden Park.

In announcing the new deal the brand claimed that it expects its investment in Scottish football would 'surpass' the eight-figure mark.

Alex O’Shaughnessy, chief marketing officer at William Hill, said: “We’re delighted to extend our six-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.”

The existing contract had a year to run at the time of writing.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.