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Land and online based gambling giant William Hill has agreed to a three year partnership with the Scottish Football Association which will see the betting company claim the title sponsor of The Scottish Cup.
"We are proud to have a leading brand like William Hill as sponsor of the Scottish Cup for the next three seasons. The new 2011/12 William Hill Scottish Cup begins in just a few weeks' time and with the competition now securing a new sponsor, we can now look forward another exciting season ahead." said Steward Regan, Scottish FA Chief Executive.
The deal is reportedly in the seven figure range and will allow William Hill to show its online, retail and mobile products to SFA fans. Additionally The Scottish Cup will now be called The William Hill Scottish Cup.
William Hill Chairman Gareth Davis said, “It seems fitting for the most established and biggest bookmaker in Scotland to be attached to the oldest Association trophy in world football and we at William Hill consider it an honour to be able to put our name to the Scottish Cup.”