British commercial television broadcaster ITV has signed a new broadcast and online partnership for 2010 with William Hill.
As per the agreement, 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 addition of a new service to ITV.com is a part of a wider advertising deal between the two companies. A campaign pushes William Hill’s online services by offering people a free bet for signing up.
The on-air creative campaign, which launched during the FA Cup fifth round, 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 16 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.
Steve Chambers, key account director of ITV Commercial, mentioned that as the home of free-to-air live football in the UK, ITV is a natural brand fit with William Hill.
