William Hill extends sponsorship deal

William Hill has extended its sponsorship of the Scottish Cup by four years.

The bookmaker's existing contract with the Scottish Football Association still has a year left to run.

William Hill began its sponsorship of the competition in the 2011/12 season and the governing body revealed its contribution would break the £10million mark with this new deal.

The company will continue to be an official partner of the Scotland national team and also sponsor the South Stand at Hampden Park.

SFA chief executive Stewart Regan said: "I am delighted that we have extended and evolved our partnership with William Hill and thankful that they will continue to make such a positive contribution to Scottish football as a whole.

Alex O'Shaughnessy, chief marketing officer at William Hill, said: "We're delighted to extend our seven-year relationship with Scottish football.

"Our sponsorship of the Scottish Cup has already delivered unparalleled levels of new brand awareness and truly cemented our association with Scotland's national sport.

"This new deal will also allow us to continue working with the Scottish FA, the clubs and the fans to grow the positive profile of Scottish football both nationally and internationally.''