William Hill announced that it will extend its title sponsorship of the Scottish Cup for a further four years.
The sponsorship extension sees the bookmaker surpass the eight-year mark as sponsor of the football tournament, which sees all levels of professional Scottish football participate.
Agreeing terms with the Scottish FA, William Hill further announced that it would continue to support Scottish football as an official partner to the national football team. The bookmaker will also become the new sponsor of the South Stand at Hampden Park.
Alex O’Shaughnessy, chief marketing officer at William Hill, said: “We’re delighted to extend our 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.”
“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.”