William Hill Forms Partnership with Aston Villa


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Carl Hughes Betting Expert

Updated:December 23, 2022

It has just been announced today, 19th December 2022, that one of the leading UK sports betting operators, William Hill, has formed a new partnership with Aston Villa. The new deal will see William Hill become the official in-stadium betting partner of the football club. The agreement, which will last for two seasons, means that fans will be able to go to dedicated physical William Hill sports betting facilities at Villa Park stadium if they prefer to place a bet that way.

Naturally, should customers wish to bet online with William Hill, they will still be able to do so. The bookmaker runs one of the most popular UK sports betting sites, which is known for its ease of use, varied market portfolio, and seamless operation. William Hill features on our list of best bookmakers in the UK where you can find out more about its current introductory offer – “Bet £10 get £30”.

According to both William Hill and Aston Villa, the partnership will benefit football fans attending Villa Park and will improve their experience. In addition to having an easy-access physical location, patrons will be able to take advantage of exclusive promotions, offers, and odds. The operator will also be offering club merchandise and game tickets.

Both parties appear to be thrilled about the partnership, with William Hill Director of Media & UK Creative Liam McKee stating:

“We’re thrilled to be teaming up with Aston Villa and to be delivering our unrivaled retail betting experience, along with some exciting offers and opportunities, to Villa supporters.”

Founded in 1934 and now part of 888 Holdings, William Hill is one of the most recognised UK sports betting platforms. The company also provides a wide selection of iGaming, including online casino, poker, and bingo. With 12,000 employees working making sure customers all over the world have seamless betting experience, and a net income £51m for 2020, William Hill is certainly here to stay. Just for reference, the acquisition from 888 Holdings in July 2022 was for the value of £2.2 billion. In addition to online sports betting, William Hill currently operates over 1,400 physical locations. The company offers sports betting in various jurisdictions in Europe, North America, and South America. William Hill sponsors the annual Sports Book of the Year award which aims to reward excellence in sports betting services.

Speaking about the new partnership, Aston Villa F.C. Chief Commercial Officer Nicola Ibbetson said:

“William Hill are an industry leader, so we are naturally delighted to be welcoming them into Villa Park. As one of the world’s leading sports betting brands, their retail betting offering is set to enhance the matchday experience for Villa fans.”

The current partnership follows news from August 2022 ago that William Hill Online became Aston Villa’s betting partner for the UK and Ireland. The partnership was a success, and appears to have exceeded the club’s expectations as this next important step in the work of the two sides followed only 4 months later.

Aston Villa is one of the most sought after clubs in the UK for partnership deals. Currently ranking at a respectable No. 12 in the Premier League, the club already works with a number of well-known companies such as Cazoo, Castore, Heineken, Cadbury, eToro, Monster, and Homeserve. The club also partners with Birmingham’s Aston University, and has agreements with two charity partners – Acorns Children’s Hospice and Birmingham Children’s Hospital Charity.

The news of the physical betting location at Villa Park comes at the same time as an announcement that Birmingham City Council has granted a planning permission for the proposed expansion and redevelopment of the stadium. The ambitious project will enter Phase 1 in late 2023, with works and construction expected to last about two years. Phase 1 will cost an estimated over £100m and will aim to increase the stadium’s capacity to over 50,000 seats, which will allow it to host major international tournaments.

The decision to grant the planning permission comes just in time, as only a month ago Villa Park was shortlisted by UEFA to host the 2028 Euro Championship. In addition to improving the current stands, the project will result in the construction of a brand new North Stand and a commercial area spanning 6,500sqm. The area around the stadium will also be improved to improve accessibility to the stadium, as well as to enhance safety, biodiversity, and overall patron experience.

It is undoubted that the new Villa Park will look spectacular, and the addition of a William Hill shop will be only one of the many new attractions awaiting football fans, who will certainly be following the redevelopment with considerable interest.

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About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".