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William Hill secured substantial visibility in the UK sporting sphere over the weekend via a high-profile boxing partnership.

The omnichannel bookmaker and online casino operator secured a partnership with the ‘Ring of Fire’ undisputed heavyweight world championship boxing match between Oleksandr Usyk and Tyson Fury.

Taking place on 18 May, the bout was held in Saudi Arabian capital Riyadh and saw Usyk beat Fury to become undisputed heavyweight champion, holding all four world championship belts.

William Hill’s partnership with the fight saw its branding displayed across Sky Sports Box Office, TNT Sports and DAZN coverage of the event. The bookmaker also secured the rights to use the fight’s billing name, ‘Ring of FIre’, in branding across its online channels and retail estate.

Daryl West, Head of Sponsorship and Media at William Hill, said ahead of the fight: “With the fight set to be broadcast across Sky Sports Box Office, DAZN and TNT Sports, this is a landmark deal for William Hill and we’re delighted to be a part of such a historic night for boxing.

“There’s nothing quite like a world title fight between two of the world’s best prize fighters, and with this the first heavyweight unification bout in 25 years, this is an event we’re very proud to be associated with.”

William Hill is chiefly recognised in the UK for its retail and online sports betting. The company owns a suite of betting shops numbering in the thousands, although these shops do also offer casino and slot products via FOBT terminals.

In addition, like many other UK bookmakers, the company operates an online casino featuring classic table games and slots. The firm is one of the UK’s oldest bookmakers, but was acquired by prominent international igaming group 888 holdings – now trading as Evoke – in 2022.