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.

Horse-racing is one of the betting industry’s biggest sports and we sponsor one of the biggest National Hunt events of the season in the William Hill Winter Festival, including the blue riband King George VI Steeple Chase, as well as a number of feature races in both Flat and National Hunt racing throughout the year.

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.

One of the key reasons for the success of our sponsorships 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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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.

The national team hasn’t had a huge amount of international success in the last decade but they are very hopeful of qualifying for EURO 2016.

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

Read about the 2015 William Hill Scottish Cup Final

FSF Awards, in association with William Hill

Sponsors since 2013

The Football Supporters’ Federation Awards honours the best people involved in our beautiful game. The best bit about the awards is that the winners are decided by the most important people in the game – the fans.

The most prestigious award is undoubtedly the ‘Player of the Year Award’. Two of the biggest stars in world football have collected the award in the last two years. Luis Suarez was the recipient in 2013, while Sergio Aguero took home the prize in 2014.

The winners of the 2014 FSF Awards in association with William Hill:

  • Away Day of the Year - Cardiff City
  • Blogger of the Year - Arseblog
  • Commentator of the Year - Martin Tyler
  • Fanzine of the Year - The Square Ball
  • Independent Website of the Year - Who Scored
  • Newspaper of the Year - The Guardian
  • Player of the Year - Sergio Agüero
  • Podcast/Radio of the Year - Football Weekly
  • Pundit of the Year - Gary Neville
  • Supporter Liaison Officer of the Year - Anthony Emmerson
  • Writer of the Year - Amy Lawrence

Find out more about the FSF Awards at www.fsf.org.uk/latest-news/category/awards

Official Partner of the Football Writers’ Association

The Football Writers’ Association is one of the leading sports journalist bodies in the UK and we are delighted to be one of their partners. Every week we have one of their 400 members on our popular William Hill/FWA podcast which you can hear at http://www.footballwriters.co.uk/the-fwa-podcast-with-william-hill.

We are also involved in their annual dinner Gala Dinner at the Savoy.

Find out more about the FWA at www.footballwriters.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 Winter Festival, Kempton Park Racecourse

Title sponsor since 2008

The William Hill Winter Festival is two days of top class racing and almost 23,000 people make the annual Boxing Day pilgrimage to Kempton Park Racecourse to see some of the best National Hunt action of the season.

This passion makes the meeting a great fit for William Hill’s ethos of sponsoring the biggest events.

Equine legends have been born at Kempton Park, with the great Desert Orchid winning the King George VI Steeple Chase four times in the late Eighties, until his record was broken by Kauto Star’s magnificent fifth win in 2011. The Grade One Feltham Novices’ Chase on Boxing Day is now named in Kauto Star’s honour.

The Festival features three Grade one and two Grade Two races, with many contenders going on to target the Cheltenham Festival, ten King George winners have followed up with victory in the Cheltenham Gold Cup.

The William Hill King George rates as the 5th biggest National Hunt betting turnover race of the season.

Sitting alongside our sponsorship of the World Championship of Darts and football commitments, William Hill dominates the sporting calendar over the Christmas period.

The Winter Festival sponsorship deal also includes the William Hill Lanzarote Hurdle day in early January and the William Hill Jumps Sunday meeting in October.

More information and tickets for the William Hill Winter Festival and other Kempton Park meetings can be found at www.kempton.co.uk

William Hill Handicap Hurdle, Ascot Racecourse

Sponsor since 2006

Ascot is one of British racing’s jewels and we are a long-standing sponsor at the course, where we also have an annual hospitality box. 

The William Hill Handicap Hurdle is a competitive 2-mile Class One Hurdle race run as part of the course’s supremely popular fireworks evening.

Tickets for Ascot can be booked at www.ascot.co.uk

William Hill Ayr Gold Cup Festival, Ayr Racecourse

Title sponsor since 2009

If you are looking for a party, the Ayr Gold Cup Festival is one of the great racing experiences. Hosted in true Scottish style, the meeting is a combination of generous hospitality and ultra-competitive racing, highlighted by the three 27-runner sprint handicap ‘Cup’ races.

Punters really like to get their teeth in to the big field sprint handicaps so the Gold Cup Festival is an ideal fit for a bookmaker sponsor and gives great scope for some exciting trading offers and special bets.

Outside of the Grand National, the Cheltenham Festival and the Flat season’s Classics, the Gold Cup is one of the biggest turnover races of the year, not bad for a sprint handicap in Ayrshire!

The Gold Cup is complimented by two consolation races, the Silver Cup and the Bronze Cup, where horses balloted out of the handicap still get an opportunity to run. Such is the number of entries, a third consolation could probably be contested!

We also host the William Hill Long Service Awards at Ayr on Gold Cup day, rewarding our 25 and 40-year serving colleagues with a day of celebration at the races.

To find out more about Ayr Racecourse and the William Hill Gold Cup Festival see www.ayr-racecourse.co.uk

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

William Hill Festival of Greyhound Racing, Sunderland Greyhound Stadium

Title sponsor since 2007

When William Hill took over Sunderland Greyhound Stadium, we wanted to create a big competition event, suitable for Britain’s biggest bookmaker, and ‘The Festival’ was born. 

Featuring two of the calendar’s richest Category One races in the £25,000 Classic and the £15,000 Grand Prix, plus a carefully selected portfolio of supporting races, the Festival was an instant success, attracting runners from all over the country, as well as the big raiders from across the Irish sea.

William Hill All England Cup Festival, Newcastle Greyhound Stadium

Title sponsor since 2007

At the same time as acquiring Sunderland, William Hill also bought Newcastle Greyhound Stadium and inherited its big competition, the All England Cup. In 2009, the Northern Puppy Derby competition was added to the evening to create another big night of racing for the industry’s biggest sponsor.

Owning the two tracks, it is key for William Hill to run top-class competitions at the venues and the race days are key in the calendar, with the leading owners and trainers targeting the meetings for their runners. Both events are covered live on Sky Sports

For more information about the tracks see www.newcastledogs.com and www.sunderlanddogs.com