UK bookmaker William Hill will continue to sponsor Scotland’s flat racing event the Ayr Gold Cup Festival until September 2016, having agreed a three-year extension to its existing deal.

The operator has sponsored the event since 2009, originally agreeing a three-year deal, which was extended by a further two years in 2011, ending September this year.

The contract includes full naming rights for the festival, and sponsorship of the event’s most prestigious races including of the William Hill Ayr Gold Cup, the Silver and Bronze Cups, as well as the Doonside Cup, Ayrshire Handicap and Kilkerran Cup.

William Hill’s backing has seen the event become a prominent horse racing fixture, with the William Hill Ayr Gold Cup race broadcast live as Channel 4’s featured meeting for the first time this year.

The operator’s sponsorship and PR manager Jennie Prest said William Hill was “delighted” to be renewing its sponsorship and continuing its relationship with Ayr Racecourse.

"Year-on-year the meeting is popular with both the punters, who love the challenge of the Bronze, Silver and Gold Cups and the racegoers, who are always treated to a superb Scottish welcome,” Prest continued. “We look forward to working alongside the course to ensure the meeting continues to be a success each year.”

The racecourse’s chairman Alan Macdonald described William Hill as “a good fit” for the venue, noting that the partnership was “firmly established as one of the best working sponsorship partnerships in horse racing.”

“By signing this three year extension both parties can look forward to continuing to work together to maintain and increase the profile of this marvellous three days of racing which is without doubt one of the highlights of the flat season in the UK,” Macdonald added.