UK betting giant William Hill is banking on brand exposure through boxing as it signed a deal with Matchroom Boxing to sponsor the IBF world heavyweight.

Two undefeated boxers Charles “Prince” Martin and Anthony Joshua are set to face on April 9th at the O2 Arena in London, which will be screened on Live Sky Sport Box Office. The match is touted as one of the biggest sporting events this spring.

“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,” said Eddie Hearn, Managing Director of Matchroom Sport. “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.”

Martin travels to England for the first defense of the title that he landed in Brooklyn in January against Vyacheslav Glazkov. He also holds a 23-1-0 record with 21 wins by KO. While, Joshua, the 2012 Olympic champion in the super heavyweight division, is looking to extend his 15-0 record and win his first world title.