he announcement of the seven-figure deal until 2016 is the perfect start to preparations for this season’s showpiece: the William Hill Scottish Cup Final between Hibernian and Celtic at Hampden Park on Sunday.
The existing contract still has a year to run but so successful has the partnership been, the bookmaking giants have reaffirmed their support to the competition and the oldest association cup trophy in world football.
As well as title sponsor of the Scottish Cup, William Hill is also an official supporter of the Scottish National Team. The agreement will also allow the bookmaker to showcase its online, mobile and retail products to Scottish football fans the length and breadth of the country.
Stewart Regan, Scottish FA CEO, said: “We have been absolutely delighted with the partnership with William Hill and especially pleased that they have today reaffirmed their commitment to Scottish football by extending their contract as title sponsor of the Scottish Cup. “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 have demonstrated that they are passionate and imaginative supporter and champion of our game.
“After the priceless drama of this season’s semi-finals – in which 14 goals were scored in 240 thrilling minutes of football at Hampden Park - we can now look forward to another mouth watering contest in Sunday’s final at the national stadium.”
Kristof Fahy, Chief Marketing Officer at William Hill, said: "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. We’re very excited about this new deal and look forward to working with the fans, clubs and the Scottish FA to make this great competition even bigger and better over the coming years.”