London-listed betting and gaming operator William Hill has signed British professional boxer and heavyweight champion Anthony Joshua as a global brand ambassador.

Joshua has signed an initial one-year deal with William Hill and will feature in the operator’s new integrated advertising campaigns over the next twelve months.

William Hill has been title sponsor of Joshua’s last five fights following an agreement with Matchroom Sport. Joshua defends his WBA, WBO, IBF and IBO world titles against Alexander Povetkin in front of 90,000 people at Wembley Stadium on September 22nd.

“I am pleased to partner with William Hill. We are both leaders in our fields so it was only right to go 'all in' with them,” said Anthony Joshua. “They are promoting and marketing boxing to a huge audience outside of our industry which is something I am passionate about.

“It is important for me to work with brands who understand the journey I am on and the dedication it takes to become undisputed heavyweight champion. I have been really impressed with the team at William Hill and I am looking forward to a long and successful partnership."

Joshua joins William Hill’s current brand ambassador team, which also includes Sir Anthony McCoy, Kirsty Gallacher and Robbie Savage.

“Anthony Joshua is one of the leading sports personalities of his generation and he has achieved so much so quickly,” William Hill chief executive Philip Bowcock said. “It’s exciting times at William Hill as we expand into the United States and we felt this was a perfect time to announce a global brand ambassador.

“AJ is the ideal fit for the role and we believe he will help us grow and energise or brand as we join him on his journey to become the undisputed heavyweight champion of the world.”