ITV has added a William Hill service to ITV.com as part of a wider advertising deal between the two companies.
A campaign pushes William Hill’s online services by offering people a free bet for signing up.
The site is being promoted in an on-air ad campaign, which broke during the fifth round of the FA Cup, and in banner ads across ITV.com.
It pushes consumers to a dedicated ITV campaign site where they can bet on live events and watch virtual horse and greyhound racing.
The deal between William Hill and ITV Commerical was negotiated directly between the two companies.
Steve Chambers, key account director at ITV Commercial, said, “As the home of free-to-air live football in the UK, ITV is a natural brand fit with William Hill.”