Hills in Anthony Joshua’s corner; Lads inks World Series of Darts title sponsorship

TAGs: Bet-at-Home, Ladbrokes, Professional darts corporation, Schalke, sponsorship, William Hill, world series of darts

william-hill-anthony-joshua-sponsorUK bookies William Hill have laid claim to a spot in the corner of IBF World Heavyweight Champion Anthony Joshua (pictured left).

On Monday, Hills announced it had signed a deal with promoter Matchroom Sport to serve as title sponsor of Joshua’s next three fights, starting with the undefeated Joshua’s first title defense against the equally undefeated Dominic Breazeale this Saturday (25) at the O2 Arena in London.

Hills and Joshua aren’t strangers, as Hills sponsored the boxer’s last two tilts, including his claiming of the IBF belt from incumbent Charles Martin this April. The new deal allows Hills’ brand to be visible in the ring, on ring posts and ropes, as well on media backdrops and promo material. No word on whether this includes Joshua’s spit bucket, but here’s hoping.

Not to be outdone, Hills’ rival Ladbrokes has signed on as the new title sponsor of the Professional Darts Corporation’s World Series of Darts Finals in Glasgow starting November 5.

Ladbrokes was edged out of the darts sponsorship game by Hills in 2014 but Lads have been attempting a comeback of late. Earlier this year, Lads signed on as the new title sponsor of the Sydney Darts Masters set to go down this August.

Lads chief marketing officer Kristof Fahy said the company was “thrilled to be involved with the PDC once again.” Fahy noted that Lads was “constantly bolstering our sponsorship portfolio,” as evidenced by its recent betting partnership with the English Football Association and its first deal with Germany’s top football league.

Speaking of German football, Betclic Everest subsidiary Bet-at-home has re-upped its longstanding relationship with Bundesliga side FC Schalke 04. The parties have held an official betting partnership since 2011 and the new two-year deal will see that relationship extend through the end of the 2017-18 season.

The deal allows Bet-at-home to continue to enjoy LED advertising opportunities at the club’s Veltins-Arena and various promotions across the club’s digital platforms. Bet-at-home inked its first Bundesliga shirt deal last year with Hertha BSC.


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