William Hill extends partnership with News International to remain the official sponsor of The Sun's Dream Team 2010/11 season

Building on the success of last season William Hill is extending its partnership with News International Commercial to promote The Sun's Dream Team 2010/11, the UK's number one paid for fantasy football competition.

Launching 15 July, William Hill will remain the official partner of Dream Team in a multi-platform year-long sponsorship deal which stretches across digital, mobile and print. The deal will see the bookmaker continue to increase its strong engagement with football fans.

The competition, which saw Frank Lampard, Steven Gerrard and Wayne Rooney as the most sought after players last season, is set to see even bigger participation and engagement levels. The Sun's Dream Team received a record number of entries last season, with over 800,000 teams fighting for a stake of the guaranteed cash prize fund of £1million, the UK's richest fantasy football cash prize pool.

Henry Birch, CEO of William Hill Online said: "As the official sponsor of The Sun's Dream Team, we are seeking to benefit from the powerful association with football that this partnership provides. This enables us to achieve our objectives of driving Sun users to the William Hill website whilst also increasing brand consideration across the football audience throughout the UK."

Martin Corke, head of digital advertising strategy & business development, News International Commercial said: "We are pleased to be extending our partnership with William Hill into another exciting football season. The ideal brand synergy places the Sun customer at the heart of two relevant lifestyle partners and provides an example of a successful transactional relationship emerging from a commercial relationship. The renewed sponsorship helps Dream Team evolve and remain the world's greatest fantasy football game!"