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William Hill has reported sales and profit increases through the first half of the year, helped by the World Cup and a rise in online betting.
The group has increased marketing spend in its online division to increase its share of the market. It said online performed “strongly” in the first half, helped by a rise in in-play betting during World Cup matches. Online revenue increased by 24% and profit was up 43%.
The gambling group reported overall revenue increased by 3%, while profits rose to £135m in the 26 weeks to 29 June.
William Hill began a review of its marketing strategy under the stewardship of brand and marketing director Kristoff Fahy at the turn of the year. It has since appointed The Bank to handle its ad account and launched the I Will campaign that aims to position the brand as the home of betting.
Ralph Topping, CEO of William Hill, said the World Cup “proved to be one of the best for bookmakers in 40 years”, offsetting its “worst ever” Royal Ascot.
This story first appeared on marketingweek.co.uk