Buenos Aires. On 5 May 2021, William Hill launched in Colombia following the acquisition of a majority stake in Alfabet. Sponsorship In 2007, William Hill threatened to withdraw its sponsorship of various horse races, in their dispute with racecourses over TurfTV. William Hill, who had been the strongest critic of TurfTV, were later forced into a humiliating climbdown and subscribed to the channel in January 2008. Away from horse racing, William Hill has sponsored many other sporting events, including the Scottish Cup from 2011 to 2020, and the PDC World Darts Championship from 2015 to 2022. The company also sponsors the annual William Hill Sports Book of the Year award, dedicated to rewarding excellence in sports writing. Advertising In May 2008, The Advertising Standards Authority (ASA) banned William Hill from running a television advert which they found "condoned gambling behaviour that was socially irresponsible". In October 2009, the ASA banned a poster and National press advert which promised "£100 OF FREE BETS". The advert was found to be "likely to mislead" and in breach of a Committee of Advertising Practice code relating to "truthfulness". In March 2010, an advert stating "William Hill best prices FACT" was banned by the ASA. It had breached several Committee of Advertising Practice codes, including those relating to "substantiation", "truthfulness" and "honesty". In September 2011, William Hill made a television advert featuring the 2005 single "A Bit Patchy". In December 2012, adverts stating "Best Prices on the Best Horses" and "Best Prices on the Best Teams" were banned by the ASA. It had breached several Committee of Advertising Practice code, including those relating to "misleading advertising", "Substantiation" and "Comparisons". The ASA also banned a different advert claiming "Best Odds Guaranteed" because it was misleading. In June 2021, William Hill launched its new master brand. As part of the relaunch, the company launched a new TV advert featuring their brand ambassadors Tony McCoy, Robbie Savage, Rio Ferdinand and Jermaine Jenas and used the Neil Diamond song Sweet Caroline. Criticism Scientific papers dealing with the statistics of sports betting mention that William Hill blocks customers or limits their stakes if William Hill gets the impression that they may try to benefit from arbitrage. See also Calvert v. William Hill Menashe v. William Hill References External links 1934 establishments in England 2002 initial public offerings 2021 mergers and acquisitions 2022 mergers and acquisitions Bookmakers British companies established in