The Scottish Football Association has announced a new extension to the deal with William Hill.
The new deal sees Hampden Park’s south stand being sponsored by the bookmaker. This is the first time in the national stadium’s history in which it has sold naming rights to a major sponsor by a further four years.
The Scottish Football Association have also announced that the bookmaker will continue to be an official partner of the national team as well as the main sponsor for the Scottish Cup – the oldest association cup trophy in world football.
The SFA announced the deal ahead of the third round of the Scottish Cup.
The existing contract between; the SFA & William Hill only had one year left to run; however the new deal is expected to surpass “the eight figure” mark.
Stewart Regan, Scottish FA Chief Executive, told the SFA website: “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, told the SFA website “We’re delighted to extend our seven-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.”