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SFA step up search to find new sponsor after William Hill cut ties

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The SFA are stepping up their search for a new Scottish Cup sponsor after William Hill confirmed it was ending a nine-year association.

The bookmaker's partnership with the Scotland national team and sponsorship of the South Stand at Hampden will also come to an end in June.Following an initial link-up for the Scottish Cup in 2011, William Hill signed an improved and extended five-year agreement in 2015.However, they have now decided to take a step back from football sponsorship deals.

There is a feeling that ending the tie-up at this point suits both William Hill and the SFA, given the increased focus being placed on the sport's links with gambling.

A source close to William Hill said: 'William Hill has taken the view that football is too crowded with gambling brands, many of whom are not even in the UK market, and this has prompted public concerns about the level of association.

'As a result they are not renewing their Scottish Cup partnership and will not be engaging in any new football sponsorships in the UK.'.

'The Scottish FA would like to thank William Hill for their investment in Scottish football over the past decade,' said Maxwell.

Liam McKee, William Hill head of media and sponsorship, added: 'The Scottish Cup is a unique and vibrant competition and it has been honour to be associated with it.

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