SPFL Lands ‘£10m’ William Hill Title Sponsorship Deal
The Scottish Professional Football League (SPFL) and William Hill have agreed a five-year title sponsorship agreement covering the top four tiers of Scottish football until 2026.
The ‘record-breaking’ deal, which includes ‘official betting partner’ designation, is reportedly worth £2m annually, and £10m over its duration.
From the 2024/25 season, William Hill will replace online car retailer Cinch, which previously served as the title sponsor of the Scottish Premiership, Championship, and Leagues 1 and 2.
Despite signing a five-year partnership with the SPFL in 2021, Cinch opted to sever its reported £1.6m agreement two years early, amid opposition from Rangers. The Glasgow club refused to promote the brand, due to a conflicting partnership with Park’s Motor Group, which is owned by the club’s chairman, Douglas Park.
Neil Doncaster, Group CEO of the SPFL, 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.”
The SPFL and William Hill have also partnered with gambling harm prevention organisation Epic Global Solutions, who will lead gambling awareness workshops for all 42 clubs in the coming mobths, educating all players and staff on betting addiction.
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