British commercial television broadcaster ITV has announced a new broadcast and online partnership for 2010 with UK bookmaker William Hill, under which viewers of sport on ITV and online at ITV.com will be able to benefit from exclusive sports betting offers, including in-play betting through a bespoke promotional site.
The on-air creative campaign, which launched during the FA Cup fifth round last weekend, was negotiated by ITV Commercial directly with William Hill and will drive consumers to the promotional site, ITV.com/WilliamHill.
ITV is currently in the middle of a four-year deal to show live FA Cup games, having taken over the rights from the BBC and BSkyB in 2007. Under the deal, ITV is allowed to show live coverage of sixteen FA Cup games per season including first pick live matches from each of the 1st to 6th rounds of the competition, plus one semi-final exclusively live, as well as highlights of all ties.
“We’re delighted to be working in partnership with ITV and bringing our sports betting product, particularly in-play betting, to a wider audience,” said Henry Birch, Chief Executive of William Hill Online.
Steve Chambers, Key Account Director of ITV Commercial added: “As the home of free-to-air live football in the UK ITV is a natural brand fit with William Hill. We are really excited about partnering with the UK’s top online bookmaker.”
The agreement follows last year's four-month sponsorship by William Hill Bingo of ITV daytime show 'The Real Deal'.