Corporate Football Sponsorship By Tony Kenny

William Hill signs landmark multi-sponsorship deal with the Scottish FA

The ground-breaking deal with the Scottish FA will also see Britain’s biggest bookmaker continue to be an Official Partner of the Scotland National Team and become the new sponsor of the South Stand at Hampden Park.

The firm’s ongoing commitment is a major boost for the sport - and today’s announcement sees William Hill’s investment in Scottish football surpass the eight-figure mark.

The existing contract still has a year to run but so successful has the partnership been, the bookmaking giant has reaffirmed its long-standing relationship with Scottish football and the oldest association cup trophy in world football.

The Scottish FA and William Hill are also set to sign a betting integrity agreement in the coming months.

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.

“William Hill are synonymous with the success of the Scottish Cup and have reiterated their commitment to the game in this country as Official Partners of the Scotland National Team and now sponsor of Hampden Park’s South Stand.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: “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.”





Picture Caption

Stewart Regan, Scottish FA Chief Executive, and Alex O’Shaughnessy, William Hill Chief Marketing Officer, at the announcement of their multi-sponsorship deal at Hampden Park in Glasgow. (Picture is free to use – Please credit Steve Welsh Photography if applicable.)

Timeline of William Hill’s association with Scottish Football

  • July 2010-2014 - William Hill was the official betting partner of the Scottish Premiership.
  • August 2010 - William Hill sign 3-year deal to become title sponsor of the Scottish Cup.
  • April 2011 - William Hill become an official supporter of the Scotland National Team.
  • April 2013 - William Hill sign two-year extension to their Scottish Cup deal.  
  • October 2015 - William Hill sign a deal until 2020 to continue as title sponsors of the Scottish Cup and as Official Partner the Scotland National Team, as well as sponsor of the South Stand at Hampden.

About William Hill PLC

William Hill, The Home of Betting, is one of the world’s leading betting and gaming companies, employing around 16,000 people. Founded in 1934, it is the UK's largest bookmaker with around 2,360 licensed betting offices that provide betting opportunities on a wide range of sporting and non-sporting events, gaming on machines and numbers-based products including lotteries. The Group’s Online business ( is one of world’s leading online betting and gaming businesses, providing customers with the opportunity to access William Hill's products online, through their smartphone, Apple Watch or tablet, by telephone and by text services. William Hill US was established in June 2012 and provides land-based and mobile sports betting services in Nevada, and is the exclusive risk manager for the State of Delaware’s sports lottery. William Hill Australia ( is one of the largest online betting businesses in Australia after the Group acquired the Sportingbet Australia business in March 2013 and in August 2013, two of the leading online corporate bookmakers in Australia, offering sports betting products online, by telephone and via mobile devices. William Hill PLC has been listed on the London Stock Exchange since 2002. The Group generates revenues of c£1.6bn a year.