WilliamHill.com has signed a two-year extension to its title sponsorship of snooker’s UK Championship, after first lending its backing to the world-ranking event last year.
Chief marketing officer for William Hill, Kristof Fahy, said the bookmaker was “delighted” to continue its association with the tournament, which enjoys TV coverage on UK terrestrial broadcaster the BBC and globally.
“Snooker has a massive global reach and our sponsorship will enable us to reach over 100 million potential customers across the world.”
This year’s edition will be held from 1 to 9 December at the York Barbican, with total prize money of £625,000 on offer to the 32 qualifiers.
Manchester-headquartered bookmaker and Totesport owner Betfred has been the sponsor of the richest and most prestigious ranking event in the sport, the World Snooker Championships, since 2009. Betfred assumed the mantle from 888 after it pulled out of its five-year deal after only three years following the 2008 event.
WilliamHill.com has installed 2011 UK Championship winner Judd Trump and current World Champion Ronnie O’Sullivan as 5/1 joint favourites to lift this year’s UK title.