The Scottish FA and William Hill have announced they will not renew their partnership after nearly a decade of working together at the end of the current agreement.
William Hill has been title sponsor of the Scottish Cup and the Scotland National Team’s Official Betting Partner since 2011, and the national bookmaker became South Stand partner at Hampden Park in 2015. The current agreement, however, lasts until June 30, and will not extend beyond that.
Liam McKee, Head of Media and Sponsorship at William Hill, commented: “The Scottish Cup is a unique and vibrant competition and it has been honour to be associated with it. We would like to thank the Scottish FA for being a great partner and wish Ian Maxwell and his team the best of luck in the future.”
Ian Maxwell, Chief Executive of the Scottish FA, said: “The Scottish FA would like to thank William Hill for their investment in Scottish football over the past decade. Their sponsorship has enabled development in many aspects of the game, through the Scottish Cup, men’s national team and Hampden Park, but has also supported key initiatives such as the Hampden Sports Clinic’s mental health programme.”
It looks like this is yet another case of the latest football body putting an end to a high-profile sponsorship deal with the gambling industry, with Everton and Kenyan bookmaker Sportpesa stating that they would terminate the two-year sponsorship deal this week, However a source close to the deal indicated that the move was prompted by the bookmaker deciding to dial down its relationship with moving forward with football sponsorship.
Considering much of the high profile sponsorship, particularly in the English Premier League, is by brands targeted at a foreign rather than domestic audience and against a backdrop of increased media scrutiny of football for supporting gambling brands, the source said William Hill is taking a sensible approach to stopping football sponsorship in the current environment.