UK's football bets see a decline following the Euros, with the Premier League back in action
In the world of sports betting, William Hill and its parent company Evoke continue to make waves. Despite a slight drop in online revenue, the company's overall performance for the first half of 2025 remains strong.
Evoke, the powerhouse behind the 888 betting and gambling brands, recently reported a 3% year-on-year increase in overall revenue, reaching an impressive £887.8m. However, a closer look at the UK and Ireland market reveals a decrease in football staking volumes since Euro 2024. Online revenues in the region were down 0.7% year-on-year.
Evoke attributed this decrease to lower stakes, which they said "reflects stronger comparatives with Euro 2024 in the prior year." The company did not provide specific details about the impact of the safer gambling measures they've implemented on their overall revenue.
Safer gambling has been a focus for William Hill and Evoke. William Hill is recognised as a responsible operator in gambling sponsorships, implying ongoing adherence and contribution to safer gambling initiatives. This commitment is evident in their partnership with Inspired, focusing on retail virtual sports, and their involvement as a responsible gambling operator within the sports sponsorship landscape alongside other names like Paddy Power and Boyle Sports.
In line with this commitment, William Hill recently announced a five-year title sponsorship deal with the Scottish Professional Football League (SPFL). This partnership, which began last year, aims to educate communities across the 42 SPFL clubs on gambling harm prevention. Neil Doncaster, the CEO of the SPFL, expressed excitement about the partnership, stating it is "tremendous news for our clubs and their fans, for the profile of the league, and for Scottish football in general."
The partnership with the SPFL also includes a gambling harm awareness programme, in partnership with consultancy EPIC Global Solutions. This programme aims to raise awareness and provide resources for gambling harm prevention.
As for new sports partnerships, no specific details were available in the current search results. However, William Hill's current key sports partnership is with Inspired, focusing on retail virtual sports with an extended deal that introduces new events, a dedicated virtual racing channel, and more daily content to enhance the in-shop betting experience in the UK market.
William Hill's previous sports sponsorships include the PDC World Darts Championship from 2015 to 2022 and the Scottish Cup between 2011 and 2020. Despite these changes, William Hill and Evoke continue to be significant players in the sports betting industry, with a strong focus on responsible gambling practices.
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