William Hill benefits from Australian Open sponsorship
William Hill generated an 80% year-on-year increase in betting turnover in Australia on the opening day of the Australian Open tennis grand slam event, of which it is an official partner.
The overall rise, reported by the Sydney Morning Herald newspaper, was dwarfed by a 300% leap in in-play betting, and came despite comprehensive media coverage of match-fixing allegations against the sport.
In October 2015, William Hill become the official betting partner of the Australian Open, in a deal that also gave it an exclusive advertising package across domestic television and digital channels.
While the relationship between the event and the betting industry has been criticised by some top players, including British No.1 Andy Murray, in the wake of the match-fixing expose, the Australian Wagering Council, which represents William Hill and other large international bookmakers, defended the sector.
A spokesperson said: “AWC members are committed to continuing to work collaboratively with sports control bodies and officials to encourage high standards of probity and integrity across all sporting codes.”
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William Hill pens landmark Australian Open partnership