UK bookmaker William Hill has agreed to sponsor the IBF World Heavyweight showdown between Charles ‘Prince’ Martin and Anthony Joshua, which takes place in April at the O2 Arena in London.

The agreement with Matchroom Boxing marks the operator’s latest deal in the boxing arena, having previously sponsored the same boxer at the O2 in December.

The company has also announced it will sponsor Saturday’s World Super-Bantamweight unification clash between Carl Frampton and Scott Quigg, which is co-promoted by Cyclone Promotions and Matchroom Boxing.

Alex O’Shaughnessy, chief marketing officer at William Hill said: “Martin v. Joshua is going to be one of the biggest sporting events this spring and we’re thrilled to be associated with it.

“Anthony Joshua is big box office in this neck of the woods and we’re expecting to see the TV viewing figures and ticket sales records smashed for this fight. AJ is a big favourite with us to claim the world title but the odds will probably be more pro-Martin on the other side of the pond.”

The eagerly anticipated bout between the two unbeaten fighters will take place on April 9th at the O2 Arena and is expected to be one of the biggest fights on British soil in recent times. It will also be screened Live on Sky Sports Box Office.

Martin will be making the first defence of the IBF title that he won by TKO against Vyacheslav Glazkov in January.

Joshua, the 2012 British Olympic Champion, will be looking to extend his unblemished 15-0 record (15 KO’s) en-route to winning his first world title.

Eddie Hearn, managing director of Matchroom Sport, said: “Martin v Joshua is going to be a mega heavyweight title showdown and we’re delighted to have a real heavyweight global brand like William Hill on board. I think it’s 50/50 fight. I normally agree with the bookies odds - but I think this fight will be a lot closer than William Hill have it.”