Bellator signs deal with William Hill for 2020 European Series
Bellator, the mixed martial arts series owned by media giant Viacom, has entered a year-long gambling partnership with William Hill, the UK-based bookmaker.
William Hill will serve as official and exclusive betting partner for Bellator’s European Series events in 2020, making it the first official partner the promotion has signed up for the continental series only.
The bookmaker will be sponsoring the live coverage of the event by Channel 5, the UK free-to-air commercial broadcaster, and will also have its logo displayed on the canvas in the fight cage.
The first event under the terms of the new sponsorship deal will be Bellator Dublin tomorrow, featuring the first headline female fight in Bellator’s history, live on Channel 5.
Liam McKee, global head of media and sponsorship at William Hill, said: “MMA is one of the fastest growing sports in the world and so a partnership with a major promotion like Bellator made perfect sense to us. The viewing figures for Bellator’s European Series on Channel 5 and the audience share they are achieving is incredibly strong.”
Last year, there were six European Series event in total, and the promotion has declared that there will be an increased number in 2020, with a return to London confirmed for 16 May.