William Hill extends Scottish Cup support

22May 2013

William Hill

British online and land-based gaming operator William Hill has signed a two-year extension to its deal with the Scottish Football Association in order to have its name attached to the Scottish Cup until 2016.

London-based William Hill inked the initial three-year title sponsorship agreement in August of 2011 and stated that the extension is ‘the perfect start to preparations for this season’s showpiece’, which will take part at Hampden Park on Sunday between Celtic and Hibernian.

As well as serving as the title sponsor for the world’s oldest national football trophy, William Hill is also an official supporter of the Scotland men’s national team and the extension will allow it to continue showcasing its online, mobile and retail products to fans of Scottish football.

“It's a great honour for us to be associated with the Scottish Cup and we’re delighted to be in a position to extend our relationship with the oldest association trophy in world football,” said Kristof Fahy, Chief Marketing Officer for William Hill.

“We’re very excited about this new deal and look forward to working with the fans, clubs and Scottish Football Association to make this great competition even bigger and better over the coming years.”

For its part, the Scottish Football Association stated that the new seven-figure deal is ‘a major boost for Scottish football’ and proves the success of the initial partnership.

“We have been absolutely delighted with the partnership with William Hill and especially pleased that it has today reaffirmed its commitment to Scottish football by extending its contract as title sponsor of the Scottish Cup,” said Stewart Regan, Chief Executive for the Scottish Football Association.

“It is fair to say it has been a partnership that has benefited the whole game and provided a real boost in profile and entertainment to our cup competition. In a tough economic climate for Scottish football, it is reassuring that one of the United Kingdom’s most established brand names has demonstrated that it is a passionate and imaginative supporter and champion of our game.”