Major UK bookmaker William Hill has announced a new partnership with The Football Association to become an Official Supporter of the national football team in England.
As part of the agreement, just announced on Sunday, William Hill has also signed on as an Official Supporter and Official Betting Partner of the FA Cup.
Locked in for a two-and-a-half year term, the deal with the FA is the first of its kind in the industry and will run through the end of the FA Cup and World Cup in 2014.
As Peter Daire, the FA's Head of Sponsorship, said:
"We are delighted to have William Hill on board.
"They have 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.
“In return, William Hill will benefit from an association with two of the highest-profile football sponsorship properties in the world."
The deal will feature a "wide and unique range of image rights, advertising and promotional opportunities."
William Hill has an existing partnership with the Scottish Football Association and has a range of sponsorships across darts, snooker and racing.
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