By Andrew Warshaw
January 6 – The English Football Association has signed its first ever sponsorship deal with a betting company after striking a deal with William Hill to back the national team and the FA Cup, the world’s oldest domestic knockout competition.
The two-and-a-half year agreement means that the FA has now managed to complete its required list of “official supporters” leading up to the 2014 World Cup.
William Hill joins Vauxhall, in sponsoring England, and Budweiser’s sponsorship of the FA Cup, as the latest main sponsor.
They fill the last available slot.
“We have been looking for sponsorship opportunities from which we can reward and engage with our customers for the events they most enjoy,” said William Hill’s chief executive, Ralph Topping.
“This deal with the FA will help us to achieve our objectives of developing the prominence of our brand and increasing market share in all our business channels.”
“Our ‘Official Betting Partner’ status of The FA Cup complements our existing partnership with the Scottish Football Association and our sponsorship of the Scottish Cup with which we are already extremely delighted and it becomes a welcome addition to our quality range of sponsorships.
“The next two-and-a-half years are an exciting time for UK football and we’re delighted to now be part of all of those events.”
The deal, the first of its type for the betting industry, comes into effect tomorrow, to coincide with the FA Cup third round and continues through to the end of that competition in 2014 and the World Cup.
It will feature a wide range of image rights, advertising and promotional opportunities.
Peter Daire, The FA’s Head of Sponsorship, commented: “They have a strong track record in sports sponsorship and a considerable online and high-street presence that will enable us to strengthen our communication platforms for England and The FA Cup. In return, William Hill will benefit from an association with two of the highest-profile football sponsorship properties in the world.”
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