William Hill, the UK’s No.1 bookmaker, has signed a seven-figure deal with the Scottish FA to become the title sponsor of the Scottish Cup.
The three-year partnership means the famous cup competition will be renamed the William Hill Scottish Cup.
William Hill, which operates over 300 betting shops in Scotland and a total of 2364 across the UK and Ireland, is already the official betting partner of the Scottish Premier League. The Scottish Cup sponsorship deal reaffirms their strong association with Scottish football. 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.
The William Hill Scottish Cup first round draw will take place in Glasgow's Buchanan Galleries Shopping Centre on Monday, August 29, at 10am. The draw will be conducted by last year's victorious captain, Celtic's Scott Brown, the Scottish FA President, Campbell Ogilvie, and Kristof Fahy, William Hill’s Group Brand and Marketing Director.
Stewart Regan, Scottish FA Chief Executive, said: "We are proud to have a leading brand like William Hill as sponsor of the Scottish Cup for the next three seasons. The new 2011/12 William Hill Scottish Cup begins in just a few weeks' time and with the competition now securing a new sponsor, we can now look forward another exciting season ahead."
Gareth Davis, Chairman of William Hill PLC, said: “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."
Carling is the first brand to support a wide range of the Scottish FA's commercial activities, becoming the Official Beer of the Scotland National Team and the Scottish Cup and also the beer of choice at Scotland's National Stadium, Hampden Park. Carling, the UK's best selling lager*, continues to be a leading sponsor of sport in Scotland and the UK. Carling is also the Official Beer of Scottish Rugby, ensuring fans can now enjoy a great tasting pint of Carling when watching Scotland play at Murrayfield. Carling invested over £20m in Celtic and Rangers during a seven-year association, was the founder sponsor of the Premier League in England and is current sponsor of the Carling Cup.
Carling, made with 100% British barley, is part of a wider portfolio of brands distributed by Molson Coors (UK), the Global Family Brewer whose portfolio also includes Coors Light and Caffrey's, all of which will be available at all events at Scotland's National Stadium, Hampded Park.
* Source: 1. AC Nielsen Scantrack Lager w/c 27 Dec 09 & On Beer Sep 2009