William Hill to back Sun’s fantasy football game

William Hill is to partner with News International Commercial to promote The Sun’s fantasy football competition Dream Team for next season.

William Hill replaces BetNOW as the partner of The Sun’s Dream Team 2009/10, in a multiplatform deal that will embrace digital, mobile and print. The bookmaker is looking to increase its engagement with football fans both online and in its betting shops through the year-long partnership.

The Sun’s fantasy football offering is set to have an enhanced profile during the new season, with even bigger participation and engagement levels. Last year the game received a record 840,000 entries. The Dream Team site features a number of innovations and the game will continue to offer a guaranteed cash prize fund of £1m.

News International digital trading director Alex Hole says: “Dream Team is the home of the UK’s most passionate football fans and this partnership gives William Hill ownership of the audience through three powerful touchpoints, reaching millions of gamers as they play throughout the season.”

The Sun’s average net circulation rose back above 3 million in the ABC figures for June, posted last week. The newspaper has been priced at 20p in the Carlton region since mid-May and is about to launch a similar price cut in northern regions.

Like other newspaper brands, it is looking to raise its revenues derived from non-traditional products, such as online and mobile offerings.

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