Anthony Joshua Adds More Firepower to William Hill Expansion Efforts (VIDEO)

William Hill is looking to hit back at regulatory changes with a new TV advert featuring heavyweight boxer Anthony Joshua.

William Hill Anthony Joshua advert

Anthony Joshua is the star of a new TV advert designed to help William Hill’s digital expansion. (Image: William Hill Plc)

Going live on April 24, the commercial sees the world champion throwing the same uppercut that downed Wladimir Klitschko in 2017.

Anthony Joshua Gives Betting Brand Heavyweight Status

After the fictional bout ends (see video below), Joshua dons his William Hill robe and starts throwing shapes on the dancefloor. The ad comes to an end with the tagline “heavyweights since 1934.”

Although the latest PR piece is jovial, it’s intentions are serious. With changes to fixed odds betting terminals (FOBTs) forcing William Hill to restructure its business model, moves are afoot to increase the brand’s online presence.

Helping spearhead those plans is one of the UK’s most recognisable celebrities.

With more than 11 million social media followers, Anthony Joshua is a global star. Indeed, with three of the four major titles, he’s arguably the biggest name in world boxing.

Taking advantage of this, William Hill partnered with the sports star in August 2018. Building on an existing relationship, the sponsorship deal has given rise to a host of unique marketing opportunities.

William Hill Avoids Regulatory Low Blows

Following the implementation of new FOBT rules on April 1, the British betting brand has been quick to use their heavyweight asset.

Earlier this year, CEO Philip Bowcock reaffirmed his desire to offer more online services.

With FOBT changes set to reduce betting shop revenue, Bowcock wants William Hill to become a “digitally-led international business.”

A deal with US casino operator Golden Entertainment has bolstered the company’s presence overseas. Closer to home, the long-awaited takeover of Mr Green was finalised in February.

Between these deals and its existing online operation, William Hill is looking to find success in a new era.

With Anthony Joshua throwing his weight behind the brand, one of the UK’s oldest bookmakers is well placed to avoid any further regulatory blows.

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