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William Hill claims landmark partnership with Australian Open

Tennis grand slam the Australian Open has agreed a first-of-its-kind partnership with bookmaker William Hill.

Terms of the deal were not disclosed, but William Hill has been named the official betting partner of the tournament. In doing so, the company said it becomes the first-ever bookmaker to team up with a grand slam tennis tournament.

As part of the agreement, William Hill will sponsor the Australian Open Series tournaments that lead in to the Melbourne showpiece. These events include the Hopman Cup, Brisbane International, International Sydney, Hobart International and the World Tennis Challenge.

“We will continue to extend our vast product range to include the ability to live-stream matches and bet in-play, with the focus to remain on bringing the most unique, engaging and relevant experiences to all tennis fans,” Tom Waterhouse, chief executive of William Hill Australia, said.

William Hill has also extended its sponsorship agreement with Tennis Australia, the sport’s governing body in the country. The deal will see the bookmaker continue to receive advertising across both television and digital via commercial broadcaster Seven.

The Australian Open is the first grand slam of the year. The 2016 tournament will take place in Melbourne from January 18-31.