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William Hill ends Scottish Cup's wait for title sponsor

Fri 26th Aug 2011 | Football Sponsorship

The Scottish Football Association (SFA) has signed up bookmaker William Hill to be the new title sponsor of the Scottish Cup.

The new three-year agreement will see the competition renamed the William Hill Scottish Cup. The tournament’s last commercial title sponsor was Tennent’s Lager, which ended an eight-year partnership in 2007. William Hill is already well established in Scotland as an official sponsor of the Scottish Premier League and the country’s richest horse race, the William Hill Ayr Gold Cup.

“It seems fitting for the most established and biggest bookmaker in Scotland to be attached to the oldest association trophy in world football and we at William Hill consider it an honour to be able to put our name to the Scottish Cup,” said William Hill chairman Gareth Davis. The “seven figure” deal is reported to be worth £1 million per year to the SFA.

William Hill’s brand and marketing director, Kristof Fahy, will participate in the draw for the first round of the William Hill Scottish Cup on September 24. “We are proud to have a leading brand like William Hill as sponsor of the Scottish Cup,” said SFA chief executive Stewart Regan. “We can now look forward to another exciting season ahead.”

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