SPFL Seals Historic Sponsorship Deal with William Hill

The Scottish Professional Football League (SPFL) has announced a groundbreaking five-year title sponsorship agreement with betting company William Hill, marking a significant milestone for Scottish football. William Hill will replace Cinch, the previous sponsor of the Premiership, Championship, and Leagues 1 and 2, after three years of partnership.

SPFL group chief executive Neil Doncaster expressed enthusiasm about the new deal, highlighting William Hill’s longstanding association with Scottish football. He emphasized that this record-breaking agreement would greatly benefit the clubs, their fans, and the overall profile of the league.

The pursuit of a new title sponsor was spearheaded by Brendan Napier from Scottish Football Marketing, a collaborative effort between the SPFL, the Scottish FA, and the Scottish Women’s Premier League. Napier described the partnership with William Hill as a major achievement for Scottish football, though financial details of the deal remain undisclosed.

Beyond the sponsorship, William Hill will also become the SPFL’s official betting partner. The company plans to collaborate with EPIC Global Solutions, a consultancy specializing in gambling harm prevention, to launch a unique, multi-year program aimed at raising awareness about gambling-related harm among SPFL players, staff, and supporters. Workshops will be conducted across all 42 SPFL clubs to educate on the risks of gambling within the elite sports environment.

According to the SPFL, similar programs by EPIC in global sports have shown that over 90% of professional athletes who participated gained confidence in identifying and seeking help for gambling issues. This initiative underscores the league’s commitment to promoting responsible gambling practices and supporting the well-being of its community.