Scottish FA to Cut Ties with William Hill

The Scottish FA is going to end its partnership with William Hill, after the current season. William Hill is the title sponsor of the Scottish Cup and Official Betting Partner of the Scotland National Team since 2011.

The news follows on from Everton and Kenyan betting firm SportPesa cutting ties two years into a five-year deal and the English FA having dropped its deal with Ladbrokes in 2017 getting into hot water this season after the sale of FA Cup broadcast rights to Bet365 that could only be watched by Bet365 account holders.

The announcement of the William Hill and the SFA does not give a specific reason for the end of the almost 10-year partnership, though it would appear to be a friendly parting of the ways in light of the increased focus on the role of betting sponsorships in football.

“The Scottish FA would like to thank William Hill for their investment in Scottish football over the past decade. Their sponsorship has enabled development in many aspects of the game, through the Scottish Cup, men’s national team and Hampden Park, but has also supported key initiatives such as the Hampden Sports Clinic’s mental health programme,” Ian Maxwell, Chief Executive of Scottish FA, said.

“The Scottish Cup is a unique and vibrant competition and it has been honour to be associated with it. We would like to thank the Scottish FA for being a great partner and wish Ian Maxwell and his team the best of luck in the future,” Liam McKee, Head of Media and Sponsorship at William Hill, said.