UK bookies William Hill have extended their sponsorship of the Scottish Football Association.

This week saw Hills re-up as title sponsor of both the Scottish Cup and Scotland’s national football team. The parties’ existing deal, which dates back to 2012, had another year to run but the two sides agreed to a four-year extension that Hills says will take its investment in Scottish football past the eight-figure mark.

As part of the deal, Hills will become the new sponsor of the South Stand at Hampden Park, the Glasgow home of the national team and the Scottish Cup’s latter stages. Hills’ chief marketing officer Alex O’Shaughnessy expressed the standard ‘delight’ that infects everyone who signs one of these deals, saying the relationship had “delivered unparalleled levels of new brand awareness and truly cemented our association with Scotland’s national sport.”

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