The UK sports betting provider has agreed the deal across a number of Setanta’s specialist sports channels.
The six-figure, three-year sponsorship deal will see William Hill become the primary betting partner of American sports channel, NASN (North American Sports Network) and Setanta’s pay per view service, Setanta PPV 1 and 2.
Its presence on NASN will be centred around a new daily 30-minute free-to-air slot highlighting up and coming events on the channel, to become known as the ‘William Hill Freeview’.
It will also sponsor a specialist North American sports ‘tipster’ service via the NASN website to be promoted on air and will benefit from direct marketing opportunities available to NASN’s subscription base.
On Setanta’s pay per view channels, William Hill will become the title sponsor of elite events such as World Title Boxing and Celtic-Rangers games from the Bank of Scotland Scottish Premier League.
Peter Nolan, e-gaming operations director at William Hill, said: “American Sports betting has become increasingly important to William Hill and we see a partnership with NASN as vital in raising our profile in this area.
“Setanta Sports also delivers an extremely valuable live event audience to William Hill and we look forward to developing our relationship further as a priority sponsor of specialist sports events on their pay per view channels.”
