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SPFL agree five-year title sponsorship deal with William Hill

The Scottish Professional Football League (SPFL) has announced a five-year title sponsorship deal with William Hill for the top four leagues in Scottish football starting in the 2024/25 season. This is a five-year agreement, replacing Cinch, who had been the league sponsor for the last three years.

William Hill agree title sponsorship deal with SPFL

From the beginning of next season, William Hill will be the title sponsor for Scotland’s top four leagues. As well as this, the gambling company will become the “Official Betting Partner of the SPFL”. The agreement includes a partnership with EPIC Global Solutions, a consultancy focused on educating players, staff, and supporters across the SPFL about the harm that gambling can cause.

Workshops will be delivered at all 42 SPFL clubs to educate the staff and players about the risks of gambling for elite sports athletes. Supporters will also be educated through Community Trust sessions.

‘Record-breaking agreement’ – SPFL excited about William Hill deal

In response to the agreement, SPFL group chief executive Neil Doncaster said: “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. In addition to the sponsorship with William Hill, our pioneering gambling harm awareness programme with EPIC will help to educate the communities across the 42 SPFL clubs on gambling harm prevention.

“Everyone at the SPFL is looking forward to working with William Hill to promote the passion, drama and excitement of the League and its 42 clubs over the next five seasons, as well as the roll-out of our programme with EPIC.

“I would also like to place on record our sincere thanks to cinch for its extremely positive contribution to Scottish football over the past three years and wish them and their management team the very best for the future.”

SPFL
Celtic won the Scottish Premiership and the Scottish Cup in the 2023/24 season – Photo by Icon Sport

Michael Sheehan, Marketing Director at William Hill, added: “We’re delighted to become title sponsor and Official Betting Partner of the SPFL, as well as launching a pioneering Gambling Harm Awareness programme, delivered by EPIC. For decades, we at William Hill have loved Scottish football and its fiercely loyal and passionate fans. Now, building on our long-standing association with Scottish football, we are delighted to be playing our part in five exciting seasons of the SPFL.

“In addition to our sponsorship, we will work proactively and extensively to raise awareness of the potential risks associated with betting across the Scottish footballing community. As a business, we place customer safety and responsible gambling at the heart of everything we do, and we are looking forward to delivering an extensive programme across SPFL clubs to educate and promote healthy and safe relationships with betting.”


Will Murray

Freelance football journalist. Experience writing for When Saturday, Comes, Goalkeeper.com, Elite Scholars and Total Football Analysis. Recently finished an MA in Sport Journalism at the University of Brighton. Long-time season ticket holder at the two-time European Champions Nottingham Forest.

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