William Hill plc, the UK’s biggest online and land bookmaker, launched a GBP 10 million football-oriented promotion Friday through a specially-created scratchcard campaign celebrating the end of the football season.

The campaign, created by London agency Billington Cartmell has been timed for the Football League Play-Offs, Champions League and FA Cup Finals.

Scratchcards will be available in all Will Hill's UK shops to customers who pay more than GBP 5 for a football bet using their debit card. The free bets can be redeemed when customers sign up for a telephone betting account with thousands of GBP 50 and GBP 100 free bets available. In addition, four customers could win a GBP 1 000 free bet.

Billington Cartmell’s Rhys Walters says: “Football is such a key betting product that it’s vital that William Hill have a big finish to the season too. And there’s no bigger way than a multi-million pound free bet giveaway. It’s also important to support other channels through retail, and make customers aware of alternative ways to place their bet.”