The operator claims its new Epic-run campaign will utilise the brand’s media and sponsorship assets to spark football conversations on social and digital platforms. The campaign will also showcase William Hill’s odds to viewers. 

William Hill Chief Brand Officer Charlotte Emery said: “We want to be famous for football. And with the unprecedented football season ahead, featuring the first ever winter World Cup, and the huge growth in women’s football thanks to the success of Women’s Euros in England, we’ve got new opportunities and unchartered waters. 

“Our new integrated 360 campaign Epic transcends borders and is tailored for each of our international territories. We believe Epic will help us demonstrate our passion for football to our current and potential customers – and help them understand our value proposition in the football space." 

The operator's new TV advert, the “hero” advert, was shot at QPR's stadium and directed by Nico and Michel Arribehaute. 

The Arribehaute brothers previously worked on William Hill’s 2021 advertising campaign and will spearhead content for the operator’s latest.  

Featured in the advert are 160 extras, as well as William Hill ambassador Jermaine Jenas. Neil Diamond’s Sweet Caroline record hit will lead the advertisement's score once again.  

Jenas said: "It was exciting to be part of another epic TV ad from William Hill. I’m looking forward to the season ahead and all the initiatives William Hill have in store for sports fans like me."