William Hill have sealed a multi-content advertising partnership with UK multimedia corporation British Telecom, to promote its gaming services throughout all BT Sports’ media inventory.
William Hill betting promotions will appear on BT Sports Premiership TV broadcasts, additionally the sports betting operator will receive further coverage on BTSports.com and BT Sports mobile app.
The deal will see the Gibraltar-licensed operator sponsor Premier League, Scottish Professional Football League and FA Cup games broadcasted by BT Sports
The deal is the first major partnership for the operator, since new Chief Executive James Henderson was appointed in July 2014.
On his appointment Henderson had pinpointed that William Hill, would be looking to undertake high level and high coverage partnerships with top line media owners, as part of its future strategy. Henderson has further pointed that William Hill would be looking to tie up multi content deal with media owners in order to maximise its brand coverage.
William Hill has made the press aware that the operator had to undertake a bidding process in order to secure the BT Sports partnership. The sum of the partnership between the two parties has not been disclosed, however industry sources believe that the media contract is one of the biggest between a media owner and a sports betting operator.