William Hill & BD Stadia expand matchday partnership
William Hill has expanded on its current in-stadium advertising deal with marketing experts BD Stadia. The new deal is aimed at increasing the operator’s ‘live’ matchday coverage and engagement with fans.
The partnership expands on the current deal in place with BD Stadia – the licensed betting arm of the BD Sport group – which has seen William Hill run in-stadium betting operations at Premier League football clubs Chelsea, Everton, and Tottenham Hotspur. The bookmaker also has a three-year betting partnership in place with Chelsea.
The new terms will run for an initial two years and bring six new stadiums under William Hill’s portfolio; Bolton Wanderers, Bradford City, Huddersfield Town, Preston North End, QPR, and Stoke City. Terms of the deal include William Hill branded betting stalls, branded uniform for staff, and branded betting coupons at all home-games for the partner football teams. Additionally, the bookmaker will be able to operate in both public areas and in private hospitality boxes.
Commenting on the new deal, Kristian Welch, Marketing Director at William Hill, said:
BD Sport have done an excellent job activating our stadium betting partnership rights with Chelsea, Everton and Spurs, and we are delighted to be able to extend our relationship with these new Premier League and EFL club deals– Kristian Welch, Marketing Director at William Hill
William Hill to increase marketing spend in the UK
The deal comes in the wake of a of a serious marketing push by William Hill. A recent corporate communication update shared that the company will be increasing marketing costs in the UK with the goal of better engagement of the group’s target audience.
The deal will certainly increase brand awareness across the new partner stadiums. With in-stadium betting operations currently running in over 30 UK football and rugby league stadiums in the UK, BD Stadia are an experienced partner for William Hill.
Speaking about the new deal, Tony Warwick, joint managing director at BD Sport Group, added:
It’s exciting that William Hill have recognised the dynamic engagement our service provides on a match day at White Hart Lane and Stamford Bridge and are partnering with us to expand that across the country.– Tony Warwick, Joint Managing Director at BD Sport Group