William Hill has agreed a deal with the Scottish Football Association (SFA) to continue its title sponsorship of the Scottish Cup club competition until 2016.
The bookmaker’s existing deal, which began in 2012, was due to expire next year, but it has opted to sign a two-year extension to prolong its position as title sponsor.
Although exact financial details have not been disclosed, the SFA said the new deal is worth a seven-figure sum.
William Hill is also an official supporter of the Scottish national team, with the arrangement allowing it to showcase its online, mobile and retail products to Scottish football fans around the country.
This arrangement, as well as the extended Scottish Cup deal, will give the bookmaker a greater presence in the Scottish market.
Stewart Regan, SFA chief executive, said: “In a tough economic climate for Scottish football, it is reassuring that one of the United Kingdom’s most established brand names have demonstrated that they are passionate and imaginative supporter and champion of our game. It is fair to say it has been a partnership that has benefited the whole game and provided a real boost in profile and entertainment to our cup competition."