Scottish Professional Football League (SPFL) has announced a new five-year title sponsorship deal with betting company William Hill, following the end of their previous deal with car showroom company Cinch. The SPFL sees the partnership with William Hill as a record-breaking agreement that will benefit the league, the clubs, and Scottish football as a whole.
The decision to find a new sponsor was made after Cinch exercised an option to end their five-year sponsorship deal two years early. This move came after Rangers refused to provide coverage for Cinch due to an existing commercial deal with a car retail firm owned by the club’s chairman at the time. The SPFL apologized to Rangers and agreed to meet some of their legal costs while setting up a governance review.
The search for a new sponsor was led by Brendan Napier of Scottish Football Marketing, a joint venture between the SPFL, the Scottish FA, and the Scottish Women’s Premier League. Napier described the deal with William Hill as “a tremendous coup for Scottish football,” although no financial figures have been disclosed.
In addition to becoming the league sponsor, William Hill will also become the SPFL’s official betting partner. They will collaborate with EPIC Global Solutions, a consultancy focused on gambling harm prevention, to launch a multi-year program on gambling harm awareness for SPFL players, staff, and supporters. Workshops will be conducted across all 42 SPFL clubs to educate players and staff about the dangers of gambling harm in elite sports. Similar programs implemented by EPIC in other sports have shown that over 90% of professional athletes gain confidence in seeking support if they are concerned about their gambling behavior.
This partnership between William Hill and the SPFL not only brings financial support but also aims to address an important issue in professional sports – gambling harm. By raising awareness and providing resources, the SPFL and William Hill are taking proactive steps to protect players, staff, and supporters from the risks associated with gambling.
Overall, this sponsorship deal signifies a new chapter for the SPFL and Scottish football. With the support of William Hill, the league can continue to grow in profile and provide a platform for clubs and players to thrive. The focus on gambling harm prevention shows a commitment to safeguarding the well-being of those involved in the sport. It is an exciting time for Scottish football, and this partnership sets a positive example for other leagues and sports organizations.