William Hill, Scottish Cup Join Forces

Online betting exchange William Hill has continued its strong relationship with Scottish football, thanks to a fresh deal worth several million pounds.

The three-year agreement between the two parties, which is worth several million pounds, will see one of the oldest national cup competitions on the planet renamed the William Hill Scottish Cup.

This is fantastic news for the cup, which has been sponsor-less since previous backer Tennants left at the end of their deal in 2007. The Scottish Cup was supported financially by the local government and FA in the four intervening years.

William Hill is one of the biggest bookmakers operating in Scotland, with more than 300 bricks-and-mortar betting shops in the country and a huge online presence as well. It is the official betting partner of the Scottish Premier League, and also backs other big local sporting events.

Company chairman Gareth Davis called the cup deal an honour, and said it was fitting that Scotland's "most established and biggest bookmaker" would have its name attached to the oldest Association trophy in world football.

Glasgow rivals Rangers and Celtic are of course the sportsbook's favourites to take out the Cup, with Hearts, Dundee Utd and Aberdeen also considered strong contenders.