William Hill claims landmark partnership with Australian Open

William Hill has made history by becoming the first-ever official betting partner of the Australian Open.

Although the terms of were not disclosed, it was confirmed that the partnership will be in place for the 2016 Grand Slam event, being staged in Melbourne from 18th to 31st January.

The deal between Tennis Australia and the UK-based betting agency also includes sponsorship of the Emirates Australian Open Series, which comprises the Hopman Cup, Brisbane International, Apia International Sydney, Hobart International and the World Tennis Challenge in Adelaide – all of which are official lead-in events to the Australian Open.

William Hill will also extend its sponsorship rights with the Tennis Australia governing body to work with domestic commercial broadcaster and the event’s national broadcast partner, Seven Network, via an exclusive advertising package across television and digital channels.

Commenting on the partnership, William Hill Australia Chief Executive Tom Waterhouse stated “William Hill and the Australian Open is the perfect match.

“Both brands are among the most respected, innovative and technologically advanced in the world in our fields, and we are looking forward to a long and successful partnership.

“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.”

However, Federal Government agencies and gambling watchdogs are concerned the service may possibly breach of the Interactive Gambling Act 2001 which includes strict courtside betting rules.

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