Both William Hill and the FA will benefit greatly from this new sponsorship deal. William Hill will be able to promote its brand and the services and products that it offers its casino, online gaming, sports betting and other customers in Britain and globally through the link with such a high profile group as the Football Association. From the Football Association’s view point as stated by the FA Head of Sponsorship, Peter Daire, William Hill has “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”.
Williamhill.com which was launched in 1998 has over a million online clients and is one of the most successful UK online betting and gaming operators. It also offers online casino games, sports betting, poker and bingo. It offers a large market per football match and in 2012 aims to offer betting on 40, 000 matches which is good news in the light of its sponsorship of the FA and the England team.