William Hill will continue to serve as a key partner of Scottish football after agreeing a four-year extension to its sponsorship of the Scottish Cup.

The deal was agreed as part of a partnership with the Scottish Football Association (SFA) that will see the operator continue to serve as an official partner of the Scottish national team, as well as becoming the new sponsor of the South Stand at the team’s Hampden Park stadium.

The operator has worked closely with the SFA over the past seven years, becoming sponsor of the Scottish Cup in 2011. Around a year later it expanded this partnership to become an ‘official supporter’ of the Scottish team.

While the existing contract still has a year to run, the operator said that it had been so successful that it decided to reaffirmed the long-standing partnership. With the new deal, William Hill’s investment in Scottish football will surpass the eight-figure mark.

As part of the deal William Hill and the SFA will also sign a betting integrity agreement in the coming months.

“I am delighted that we have extended and evolved our partnership with William Hill and thankful that they will continue to make such a positive contribution to Scottish football as a whole,” SFA chief executive Stewart Regan said.

“William Hill are synonymous with the success of the Scottish Cup and have reiterated their commitment to the game in this country as official partners of the Scotland national team and now sponsor of Hampden Park’s South Stand,” he said. “With William Hill’s ongoing support, we look forward to growing Scottish football’s reach and popularity for years to come.”

William Hill’s chief marketing officer Alex O’Shaughnessy said he was delighted to extend his company’s seven-year relationship with Scottish football.

“Our sponsorship of the Scottish Cup has already delivered unparalleled levels of new brand awareness and truly cemented our association with Scotland’s national sport,” he explained.

“This new deal will also allow us to continue working with the Scottish FA, the clubs and the fans to grow the positive profile of Scottish football both nationally and internationally.”

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