The Scottish Professional Football League (SPFL) has unveiled what it describes as a “record-breaking” five-year title sponsorship agreement with renowned betting company William Hill.
This new partnership marks a significant change, as William Hill takes over from the car showroom company Cinch, which served as the league’s sponsor for the Premiership, Championship, and Leagues 1 and 2 for the past three years.
SPFL group chief executive Neil Doncaster expressed his enthusiasm about the new deal, stating, “William Hill is a name long associated with Scottish football and we are enormously excited to have reached a long-term, record-breaking agreement with our new title sponsors. This is tremendous news for our clubs and their fans, for the profile of the league, and for Scottish football in general.”
The announcement coincides with another major development for the SPFL: an additional 20 Premiership matches will be broadcast live on subscription television starting from the next season.
This increased visibility is expected to enhance the league’s profile further and offer fans more access to live football action.
Brendan Napier of Scottish Football Marketing, who spearheaded the search for a new title sponsor, hailed the agreement with William Hill as “a tremendous coup for Scottish football.”
Despite the excitement surrounding the deal, neither the SPFL nor William Hill has disclosed the financial terms of the agreement.
Beyond the title sponsorship, William Hill will also become the SPFL’s official betting partner. This role includes a collaborative effort with EPIC Global Solutions, a consultancy specializing in gambling harm prevention.
Together, they will launch a pioneering, multi-year programme aimed at raising awareness about gambling harm among SPFL players, staff, and supporters.
The programme will feature workshops across all 42 SPFL clubs, designed to educate players and backroom staff about the dangers of gambling within an elite sports environment. Sessions will also be extended to supporters and community groups.
According to the SPFL, similar initiatives by EPIC in other sports have shown that more than nine out of ten professional athletes feel more confident about seeking support for gambling-related concerns after participating in these sessions.
This comprehensive approach underscores the SPFL’s commitment not only to enhancing its commercial partnerships but also to promoting the well-being of everyone involved in Scottish football.
The collaboration with William Hill and EPIC Global Solutions aims to foster a safer and more informed environment regarding gambling, highlighting the league’s proactive stance on this critical issue.
With increased match visibility and a strong focus on gambling harm prevention, this partnership is set to have a lasting positive impact on the league, its players, and its fans.
