Top UK gaming group, William Hill announced that it is to become the official sponsor of La Vuelta a Espana cycling event, one of the top three races in Europe during the year. The 3,266 km course begins in Holland next month and ends in Madrid on September 20th. The sponsorship deal not only expands William Hill’s presence in the European market, but also provides excellent marketing potential as the race is broadcast across some of the continent’s biggest networks.

“This is a tremendous honor for WilliamHill.com,” said Ricardo Carioni, speaking for William Hill. “We understand and respect the history of La Vuelta and more particularly the passion that it ignites within the cycling community. The coverage of La Vuelta is far reaching and provides for strong brand visibility across multiple TV networks right across Europe for three solid weeks.”

“William Hill is a company with more than 75 years of history as the leading betting company within the UK, but the online business has only evolved in recent years and to be associated with La Vuelta is of tremendous pride to us,” he concluded.