William Hill has become the first operator to partner a Grand Slam tennis tournament after striking a deal to become the official betting partner of the Australian Open.

Described as Australia’s largest annual sporting event, the Australian Open takes place in January as the first of the four Grand Slam tennis tournaments held each year, followed by the French Open, Wimbledon and the US Open. It is contested at the Melbourne Park arena, with Novak Djokovic and Serena Williams the current champions.

William Hill Australia chief executive Tom Waterhouse said he was “extremely proud and excited” to have sealed such a high profile partnership.

“Both brands are among the most respected, innovative and technologically advanced in the world in our fields and we are looking forward to a long and successful partnership.

“We will continue to extend our vast product range to include the ability to live stream matches and bet In-Play, with the focus to remain on bringing the most unique, engaging and relevant experiences to all tennis fans,” Waterhouse said.

The wide-ranging agreement includes sponsorship of the Emirates Australia Open Series, comprising the Hopman Cup in Perth, the Brisbane International, Apia International Sydney, Hobart International and Adelaide’s World Tennis Challenge, which all lead into the main event.

As part of the deal William Hill will extend its sponsorship rights with Tennis Australia, the sport’s governing body, to work with the official broadcast partner Channel 7, gaining an exclusive advertising package covering both television and digital platforms.