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SBD Global/May 21, 2013/Marketing and Sponsorship

Bookmaker William Hill Extends Scottish Cup Sponsorship With Scottish FA Through 2016

The Scottish FA and bookmaker William Hill have agreed to a new two-year sponsorship extension for the Scottish Cup. Specific dollar figures were not announced, but the Scottish FA said that it was a seven-figure deal that runs through '16. The existing contract has a year remaining. In addition to title sponsor of the Scottish Cup, William Hill is also an official supporter of the Scottish national team. The deal will also allow William Hill to showcase its online, mobile and retail products to Scottish football fans (Scottish FA).

SPL UNCERTAINTY: The BBC reported the Scottish Premier League's continued search for a sponsor is "no surprise." SFA CEO Stewart Regan said that uncertainty over league restructuring is "impacting on attracting a new top-flight sponsor." Regan: "Hopefully, reconstruction will deliver some positive outcomes" (BBC, 5/20).
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