Our sponsorship strategy associates William Hill with some of the biggest and best sporting teams and events in the country.

Passion is at the core of our brand and there is no sport in the world that showcases that value more than football.

Our sports sponsorship portfolio is heavily focused on the nation’s favourite sport. In Scotland we are the title sponsor of the William Hill Scottish Cup and an official supporter of the Scotland Team. We also have a betting partnership with English Premier League club Tottenham Hotspur.

William Hill, driven by our founder of the same name, has always had an innovative spirit engrained in its DNA. William, always looking for new ways to lead the industry, wanted to become the first bookmaker to sponsor significant horse races in the UK. And in 1957 he gave five-thousand sovereigns to bolster the prize money for the Ebor in York.

The following year he leant the William Hill name to another big race the ‘Redcar Five Thousand’. Within eight years he invested a six figure sum in racing sponsorship, and since his first involvement there has never been a year when William Hill have not been major sponsors of the great sport. Currently we sponsor the William Hill Great St. Wilfrid.

Another passion fuelled sport that we sponsor is darts. We previously sponsored the Grand Slam of Darts before we took over the most prestigious event in professional darts–the William Hill World Darts Championship in 2014.

The key element to the success of our sponsorships and partnerships is our close working relationships with the respective governing bodies. These relationships allow us to maximise our PR and marketing activations programs around each of our sports sponsorships.

Current sponsorships

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William Hill South Stand

Sponsor since 2015

William Hill became the new sponsors of the iconic South Stand at Hampden in October 2015. The sponsorship deal, which runs until 2020, also included the extension of William Hill’s association with the Scottish Cup and the Scotland national team. 

The William Hill South Stand is the main stand of Hampden Park. It holds the technical areas, dressing rooms, indoor warm-up area, executive boxes, lounges and media facilities. The William Hill South Stand is also the only part of the stadium split into two tiers. The stand was previously by BT Scotland (1998-2015).

Find out more about Hampden Park


The English Premier League is biggest and most exciting football league in the world, and we are delighted to be partnered with one of the finest team’s in the land in Tottenham Hotspur. The partnership gives us the opportunity to engage with the supporters of the club on a weekly basis and hopefully turn them into fans of William Hill.

Tottenham – Since 2016

The club itself was formed in 1882, as Hotspur F.C., and played in the Southern League from 1896 until 1908, when they were elected into the Football League Second Division. Before this promotion Tottenham had won the FA Cup in 1901, making them the only non-League club to (or likely to) do so since the formation of the Football League.

Since then, Tottenham have won the FA Cup a further seven times, the Football League twice, the Football League Cup four times, the UEFA Cup twice and also the UEFA Cup Winners' Cup. The Cup Winners' Cup victory in 1963 made Tottenham the first English team to win a UEFA competition. In 1960–61 they became the first team to complete The Double in the 20th century.

First Division/Premier League: Winners (2):
1950–51, 1960–61
Second Division/Championship: Winners (2):
1919–20, 1949–50
Southern League: Winners (1):
Western League: Winners (1):
FA Cup: Winners (8):
1900–01, 1920–21, 1960–61, 1961–62, 1966–67, 1980–81, 1981–82, 1990–91
League Cup: Winners (4):
1970–71, 1972–73, 1998–99, 2007–08
FA Charity Shield/FA Community Shield: Winners (7):
1921, 1951, 1961, 1962, 1967*, 1981*, 1991* (*shared)
European UEFA Cup Winners' Cup: Winners (1):
UEFA Cup/UEFA Europa League: Winners (2):
1971–72, 1983–84
Anglo-Italian League Cup: Winners (1):

Find out more about Tottenham Hotspur


Football Writers’ Association (FWA)

The Football Writers’ Association is one of the leading sports journalism bodies in the world and we are delighted to be their official sponsors. We have been partners of the FWA since 2013, and in that time, we’ve seen the William Hill brand at the FWA tribute dinners, as well as at the prestigious FWA Player of the Year ceremonies.

The new three-year partnership will see the William Hill brand at the FWA tribute dinner in January and at the prestigious FWA Player of the Year ceremony in May.

Every week we have one of their 400 plus members on our popular weekly William Hill/FWA podcast.

Find out more about the FWA

Anthony Joshua Fights

Since 2015

Anthony Joshua (MBE) is a British sporting icon. The 6’6 giant first came to the public’s attention in 2012 when he won the Super-Heavyweight gold medal at the London Olympics.

Fresh from his Olympic triumph AJ decided to turn professional and signed a deal with Eddie Hearn’s Matchroom. He quickly racked up a perfect record of 15-0 with 15 by KO.


Official Sponsor of the Scotland Team

Sponsor since 2012

The Scotland team has one of the most passionate and respected set of fans in the world. Their fans sing ‘We’ll be coming down the road …..’ and they’re not wrong. Thousands of the Tartan Army flock from all over the country to see their national team play at Hampden Park.

Scottish fans are very tribal in terms of the club system but the national team unites the population.

Find out more about the Scotland Team at www.scottishfa.co.uk

William Hill Scottish Cup

Title Sponsors since 2011

The Scottish Cup was first held in 1873 and is one of the oldest cup competitions in the world. Indeed, the Scottish Cup trophy that is presented to the winner of the competition is the oldest in association football and is also the oldest national trophy in the world.

We have a strong heritage, and the history and prestige of this competition was one of our key reasons for becoming the title sponsor of the William Hill Scottish Cup.

Pride and passion are also at the centre of our brand values and they are evident in every game in the Scottish Cup.

One of our key objectives when we first took over the Scottish Cup sponsorship in 2011 was to increase interest in the competition and in our brand in Scotland. We noticed straightaway that both came hand-in-hand, and through our work with the Scottish FA, the clubs, the fans and the media - we have seen a huge spike in awareness of both the William Hill Scottish Cup and the William Hill brand in Scotland and beyond.  

Find out more about the William Hill Scottish Cup at www.scottishfa.co.uk

William Hill World Darts Championship

Title sponsors since 2014

The William Hill World Darts Championship is one of the most popular sporting events on the British sporting calendar. In fact, it was ranked the eighth most wanted ticket of 2014 on a survey by Viagogo. Singer Kate Bush topped the list but don’t be surprised if you bump into her at the World Championships in Alexandra Palace.

Darts after all is a great social leveller and you’re as likely to see a rigger as a royal at the annual darts extravaganza.

The World Championship isn’t our first venture into the sport of darts. We were sponsors of the Grand Slam of Darts from 2011 to 2013, and that’s when we got the bug for this truly unique sport.

Our first year at Alexandra Palace was a big success, with a significant boost in turnover and a massive 25% rise in the viewing figures.

The sport of darts continues to hit dizzying heights and we’re delighted to be along for the ride.

Download the William Hill Darts App

Book your tickets for the William Hill World Darts Championship at www.pdc.tv/tickets.

William Hill Great St Wilfrid, Ripon Racecourse

Title sponsor since 1994

The historic Great St Wilfrid is William Hill’s longest-standing partnership, with the 20th running under our banner in 2013 at the pretty ‘Garden Course’ in Yorkshire.

Another well-known Sprint Handicap, where many runners will go on to contest the Gold or Silver Cups at Ayr a few weeks later, the race is famous for its unique and tiny silver trophy depicting St Wilfrid of Ripon on his horse. 

Tickets are available from www.ripon-races.co.uk

Matchroom Boxing

Sponsor since 2016

Across all Matchroom Boxing UK fights, as well as additional international fights. 

Surrey CCC

Sponsor since 2018 across all Surrey CCC domestic matches and also includes back of shirt branding for T20 matches.

Yorkshire CCC

2020 T20 front of shirt sponsorship. Competition takes place between 27th August to 3rd October.

Scottish Racing

We have an on-course presence at all five tracks in Scotland along with a partnership with Alzheimer’s Scotland which has included all 1600 staff in Scotland receiving dementia friendly training.