The British online gambling group William Hill plc will replace BetNOW as News International Commercial's Dream Team partner next season. The project, run through The Sun newspaper, is a multi-platform initiative that embraces digital, mobile and print.
 
The online and land gambling group is understood to want to increase its engagement with football fans both online and in its betting shops through the year-long partnership.
 
There are important expansion plans for The Sun’s fantasy football offering during the new season, with expanded participation and engagement levels. Last year the game received a record 840 000 entries, and the partnership wants to improve significantly on that number.
 
The Dream Team website features a number of innovations designed to achieve this, and the game will continue to offer a guaranteed cash prize fund of GBP 1 million.
 
“Dream Team is the home of the UK’s most passionate football fans and this partnership gives William Hill ownership of the audience through three powerful touchpoints, reaching millions of gamers as they play throughout the season,” said News International director Alex Hole.
 
The Sun’s average net circulation rose back above 3 million in the ABC figures for June, posted last week, a spokesman revealed. In common with several other top media brands, the newspaper group wants to diversify its revenue stream by moving into non-traditional products such as the online and mobile sectors.