William Hill scores Sky Sports News sponsorship deal
888 subsidiary agrees first media-led partnership since multi-billion-pound acquisition
William Hill has agreed a one-season deal to become the official sponsor of Sky Sports News for the forthcoming 2022-23 season, EGR has learned.
Details of the deal have not been revealed publicly, but it is understood the tie-up covers Sky Sports News’ evening coverage of both Premier League and EFL games.
Messaging will be confined to advertising breaks during coverage, with Hills effectively serving as the sole sponsor of the biggest football news broadcast in the UK.
EGR has learned that messaging has not been finalised but is expected to be along the lines of “William Hill, Proud Sponsors of Sky Sports News”.
The deal marks Sky’s second partnership with William Hill, following the bookmaker’s sponsorship of the Sky Max channel through its William Hill Vegas brand.
It is also the first marketing deal inked since the acquisition of William Hill by 888, a deal which completed on Friday.
William Hill previously served as primary sponsor of the PDC Darts Championship, a deal first signed in 2015.
However, the PDC sponsorship ended in January, with the bookmaker suggesting that it was conducting a review of its sponsorship strategy.
The darts was one of Hills’ highest profile sponsorships, estimated to be worth more than £2m a year.
At the time, the company dismissed suggestions that the deal was ended in response to the forthcoming publication of the review into the Gambling Act 2005.
The white paper is reportedly set to include measures to curb gambling sponsorships of football teams as well as certain high-profile sporting events.
Hills has a multi-year partnership with Premier League club Tottenham Hotspur, something which could potentially come into sharp focus with the implementation of any potential changes to the way operators and sports teams interact.