William Hill signs sports betting contract with Celtic FC Soccer Club of Scotland

Posted: November 3, 2022, 7:34 a.m.

Last update: November 3, 2022, 11:59 a.m.

Scottish Premiership leaders Celtic FC have signed a new contract with William Hill, making the bookmaker its official partner in the stadium. The arrangement is likely to rub anti-sports bettors the wrong way, as it includes the rights to operate a bookmaker at Celtic Park.

Former footballers Ally McCoist and Martin O'Neill
Former footballers Ally McCoist and Martin O’Neill inaugurate William Hill’s new sports betting site in Glasgow. The gaming operator has signed a new contract with Glasgow football club Celtic FC. (Image: Twitter/William Hill)

William Hill will manage sports betting at East Glasgow Stadium for the next two seasons. The deal consolidates an already existing partnership, with Celtic saying in a statement that the company has been part of the community “for decades”.

The 888 Holdings-owned gaming brand has recently expanded its presence in the region. After launching his first “eco-friendly” bookmaker in Leeds, he opened a second in Glasgow.

William Hill hits the grass

The deal brings William Hill back to Scottish football after a two-year break. He previously had a Scottish Cup and national team partnership which ended on June 30, 2020, after a nine-year run. That same year, Celtic FC won the Scottish Cup.

The bookmaker in William Hill Stadium will be offering Celtic fans exclusive promotions as part of the current 2022/23 season. Celtic lead the league ahead of Rangers FC by four points.

The bookmaker and the Scottish Football Association were forced to end their relationship two years ago. The break came following heightened media scrutiny and public criticism of the brands of play and play in Scottish football, which continues to this day.

The majority of legitimate gaming operators are proactively adopting responsible gaming. William Hill is one, having pledged to reduce football club marketing and sponsorships.

This is one of the goals of the Betting and Gaming Council (BGC), of which William Hill is a leading member. Together with Entain, Flutter Entertainment and Bet365, they are helping to drive changes in the gaming industry to respond to the changing environment.

Although the new arrangement gives William Hill a sportsbook at the stadium, it does not include a betting sponsorship arrangement. Celtic FC already have one in place with Dafabet.

Premier Sports Cup underway

The Scottish Premier League was born in 1998, becoming the Scottish Premiership in 2013. Since the first year, Celtic have never finished below second place. It was repeatedly one of the top teams in Scottish football and racked up 52 Scottish Premiership titles.

His record is broken only by Rangers. The club have 55 titles, despite having four years less than Celtic in the first division.

These two teams have battled for the title for the past four seasons. Last year Celtic outscored Rangers for the title, giving them three of the bottom four. As a result, and because both teams are out of Glasgow, the rivalry is one of the hottest in Scottish football.

Celtic are on course to win the Scottish Premiership at the end of the season, getting -370 at FanDuel. Rangers are close behind, albeit a bit long at +300. Compared to the next on the list, however, there’s not much competition. Hearts, Hibernian and Aberdeen are tied for third with +21,000.