Anthony Joshua goes ‘all in’ with William Hill

British boxer becomes global brand ambassador for UK bookmaker.

Anthony Joshua goes ‘all in’ with William Hill

Getty Images

World heavyweight champion Anthony Joshua has become a global brand ambassador for William Hill.

The one-year partnership will see the British boxing superstar feature in the UK bookmaker’s new integrated advertising campaigns over the next 12 months. Joshua, who recently extended his promotional deal with Matchroom Boxing, will also appear in the company’s social media and PR activities.

William Hill has previously been tied to Joshua through a deal with Matchroom which saw the company serve as the title sponsor of the 28-year-old’s fights. The new agreement comes as William Hill plots its expansion into the US, where sports betting laws have recently been relaxed. 

“Anthony Joshua is one of the leading sports personalities of his generation and he has achieved so much so quickly,” said William Hill chief executive Philip Bowcock. “It’s exciting times at William Hill as we expand into the United States and we felt this was a perfect time to announce a global brand ambassador.

“AJ is the ideal fit for the role and we believe he will help us grow and energise our brand as we join him on his journey to become the undisputed heavyweight champion of the world.”

The tie-up with William Hill adds to Joshua’s extensive portfolio of partners, including Under Armour, JD Sports, Beats by Dre, Lucozade, Jaguar and Lynx.

“We are both leaders in our fields so it was only right to go 'all in' with them [William Hill],” said Joshua. “They are promoting and marketing boxing to a huge audience outside of our industry which is something I am passionate about. 

“It is important for me to work with brands who understand the journey I am on and the dedication it takes to become undisputed heavyweight champion. I have been really impressed with the team at William Hill and I am looking forward to a long and successful partnership.”

The announcement comes as Joshua, who last year was named the world’s most marketable athlete, prepares to defend his WBA, WBO, IBF and IBO belts against Russia’s Alexander Povetkin on 22nd September in the first of two bouts at London’s Wembley Stadium.