William Hill has announced that it has employed the Poulter Group, a marketing communications agency, to take charge of the planned launch of its digital betting TV channel.

The channel is to be launched in October on the sky digital platform. The planned activities for the channel include the coverage of a range of sporting events, as well as the opportunity to bet on them. As well as this sports betting angle, the channel will also feature random number games and virtual racing.

Poulter’s role is to market the new channel, and after the launch will continue to work with William Hill as more content is added to the new channel. Their marketing will take form online, in stores and through direct mail campaigns.

Group Marketing Director at William Hill, Peter Nolan, said of the partnership: "We have worked with Poulters for three years as our lead agency and we have consistently been impressed by its work."