William Hill has agreed a three year deal with the Scottish Football Association, which will see the UK gambling operator become the title sponsor of The Scottish Cup.

According to reports the seven figure deal will expand the existing agreement, allowing the bookmaker to market its online, mobile and retails operations to football fans. The football competition will be known for the duration of the agreements as The William Hill Scottish Cup.

The Scottish FA chief executive, Stewart Regan, commented: "We are proud to have a leading brand like William Hill as sponsor of the Scottish Cup for the next three seasons.

"The new 2011/12 William Hill Scottish Cup begins in just a few weeks' time and with the competition now securing a new sponsor, we can now look forward another exciting season ahead."

The Chairman of William Hill, Gareth Davis, added: “It seems fitting for the most established and biggest bookmaker in Scotland to be attached to the oldest Association trophy in world football and we at William Hill consider it an honour to be able to put our name to the Scottish Cup.”